Monarch Airlines to change strapline and focus on service

Abta Travel Convention: Monarch Airlines is to ditch its current slogan “Let’s make flying fun again” and is developing a new strapline that will focus on its customer service.

monarch

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.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here