Independent regional airline Flybe.com has hired former Hoover marketer Mike Rutter for the newly created post of marketing director.
Rutter is a former vice-president of sales and marketing at Hoover. He quit the job in February 1997 after new owner Candy pulled a &£6m marketing campaign.
Rutter was a marketing manager at Hoover during the free flights promotion in 1992, which turned into a marketing fiasco. Hoover offered two flights to the US to anyone spending more than &£100 on its products and found many more flights were legitimately claimed than had been anticipated.
Three senior marketers carried the can for the disaster and were sacked, while Rutter was made vice-president of sales and marketing a year later in 1994. Since leaving Hoover Rutter has held marketing positions at Securicor, Ray-Ban Sunglasses and American Express.
Flybe.com was previously called British European and rebranded in July last year, with a &£10m marketing campaign.
Simon Lilley, general manager of marketing, has handled marketing responsibilities until now. He will report to Rutter.
The airline uses HDM Total Communication for advertising and BJK & E Media for media planning and buying.
Flybe.com was formed in 1979 with the creation of Jersey European and is based in Exeter. It flies to 18 regional airports and several destinations in Northern Europe including Geneva and Milan. It has recently carried out a 1 million seat give-away promotion.