Brilliant Media wins £2m MyTravelLite brief from Pure

MyTravelLite, the low-cost airline owned by tour operator MyTravel, has moved its £2m media buying and planning account out of Pure Media into Brilliant Media.The appointment was made by the airline’s head of marketing development Julian Carr.

Carr, who joined MyTravelLite from rival airline Jet2 in March (MW March 4), has decided to retain the airline’s advertising agency, Manchester-based And.

MyTravelLite is repositioning to shed its downmarket image and has introduced a range of features to distinguish it from rival low-cost carriers. These include allocated seating, a pre-order menu for cold meals and a revamped in-flight magazine called Lite Reading. It is also introducing a two-tier seating policy, allowing customers to upgrade to a seat with increased legroom for a £15 supplement.

The Birmingham-based airline will no longer use David Dickinson, the presenter of BBC 1 television show Bargain Hunt, who is famous for his “cheap as chips” catchphrase, as the face of the airline and has developed new advertising under the umbrella positioning “New season, new service”.

Further consolidation is expected in the low-cost market due to an oversupply of seats and the collapse of Midlands-based Duo earlier this month (MW May 6). However, holiday company TUI UK launched Thomsonfly from Coventry airport earlier this year and added flights from Robin Hood Doncaster/Sheffield airport in March.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now