Eos wants ‘lifestyle’ branding to take flight

Luxury airline Eos is hoping to establish itself as a ‘lifestyle brand’ by creating partnerships with other premium products as the upmarket airline sector experiences turbulence.

The strategy was developed in a series of meetings in the US last week, where the company thrashed out its marketing plans for the coming year.

The airline, which was founded in 2005 and flies 48-seater aircraft between Stansted and New York, is now on the hunt for partner brands on both sides of the Atlantic.

The company says that it wants to extend its customers beyond the business world and appeal to younger, affluent private travellers.

It is hoping to sign a deal with a hotel company and wants to introduce high-end premium goods as part of its on-board experience. It already has a deal with Bose to provide headphones for passengers.

Eos says it wants to become as synonymous with executive travel “as Starbucks is with coffee and iPods are with MP3 players”.

The strategy will also involve promoting its “Club 48” customer loyalty programme with an improved website and more perks for members, including VIP access to events.

It also plans to continue with its “uncrowded, uncompromising” ad campaigns, which have been running in targeted publications such as the Financial Times and Condé Nast Traveller, although it will also move into the men’s consumer market.

The advertising is developed inhouse with media planning and buying through Mediacom North.

Doubts have been raised over the viability of the premium airline sector this year. Rival airline MAXjet went out of business over Christmas, while Silverjet has slashed prices and rounded on City analysts after they criticised its business model.