Recently appointed director of customer experience and marketing Tim Williamson says the strapline will arise naturally from forthcoming customer service initiatives that have been spurred by the results of a customer mapping journey.

Speaking to Marketing Week, Williamson, a former TUI customer director, says: “There is a recognition that the business needs to create a strong customer proposition and sell itself on service.”

He said that no-one in the airline sector was really focusing on service in regard to what it means for their customers and some airlines were making heroes of their staff in their marketing but  the benefit of this to customer was not being communicated.

Monarch has just brought in the organisation People First, which trained the London 2012 Olympics “Games makers”, to help train its staff in delivering a consistent quality service and customer experience.

The focus for Monarch will be on improving the booking experience, check-in, boarding and the welcome on-board and baggage reclaim.

Williamson said once the customer proposition is in place then Monarch Airlines will communicate its messages across a number of channels but there will be a strong focus on regional marketing. The airline operates out of six UK airports and Williamson said that the messages and tone will differ for different areas.

“Regarding media selection, for me it’s important that we are targeting the right message to the right people in the right part of the country and then expanding awareness and consideration.”

The company has been using press and outdoor tactically in the regions in recent weeks.

Monarch Airlines is part of the Monarch Group, which includes Cosmos Holidays. It is wholly owned by the Mantegazza family.