Flybe has announced that it has undergone a brand repositioning, featuring the strapline ‘Making flying better’, as it aims to promote transparency in pricing, with a marketing campaign to launch this weekend.
Flybe’s head of marketing Simon Lilley told The Drum that the repositioning follows extensive research into the company and the low airfare sector in general: “There were a lot of good things, and things that we need to shout louder about, but also these negative connotations that were affecting the whole sector, and we needed to really break the mould and show people how we were addressing those and our response in terms of making flying better.
“We firmly believe this [repositioning] does this, and takes us way beyond the rest of the sector in addressing these key issues.”
As part of the repositioning, Flybe is launching a £9m marketing campaign, which will include press adverts and TV ads being introduced this weekend.
The three TV ads, filmed in Birmingham Airport, features Flybe’s own cabin crew and pilots, with Lilley saying that there was a ‘tremendous response’ from the employees.
Created by ad agency Souk, with media planning and buying by Starcom MediaVest and PR by Red, the campaign also includes radio, digital and email, with the ABL and BTL campaign to run for the rest of the year.
Lilley said: “They [Souk, Starcom and Red] have been long term agencies of Flybe and they have been instrumental in this brand positioning. They were fully involved in that and the research.
“We hope that with the marketing spend we will see some immediate reaction, although the whole of the campaign will take time to build. We genuinely want to convey the honest approach and upfront approach that we are taking to everything we are doing, and we firmly believe that will come across in the marketing.”