Monarch bids to distance itself from low-cost rivals

Monarch, the low-cost airline, is repositioning as the “low fare airline that cares” in a bid to distance itself from rivals easyJet and Ryanair.

The changes follow the interim appointment of Milton Bayer to the airline’s £5m advertising business.

Milton Bayer has developed a press and outdoor campaign, with the strapline “The low fare airline that cares”. It will run in key areas near Birmingham, Gatwick, Luton and Manchester airports.

Tim Jeans, managing director of Monarch Airlines, says: “The key thing for us is to differentiate ourselves from the likes of Ryanair and easyJet. That is why we are going to focus on service and care.”

The new strategy follows the promotion of Liz Savage, the managing director of, to managing director for scheduled services, a post which includes responsibility for marketing (MW September 20, 2007).

Milton Bayer had already worked on below-the-line campaigns for Monarch and will continue to do so. The airline says it will continue its hunt for a permanent agency, which began last year. It will also continue to work with a number of digital agencies, thought to include Stream and Cheeze, for its digital markets.

The appointment does not affect the airline’s media planning and buying account, which is handled by Carat.

Last year, Monarch teamed up with dance music brand Hed Kandi to promote its flights to Ibiza, running Flykandi-themed club nights with Monarch branded “departure lounges” at Hed Kandi nights.

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