Flybe bolsters marketing and ecommerce firepower

Regional airline Flybe has recruited a marketing director with airline experience including spells at easyJet and bmibaby.

Flybe a to b
Flybe recently launched an integrated marketing campaign with the strapline “Fly A to Flybe”.

Martin Smith joins a team containing a strong strain of easyJet DNA assembled by CEO Saad Hammad since August 2012.

Hammad is a former easyJet CEO while chief commercial officer Paul Simmons and director of communications and public affairs Andrew McConnell both worked at the low cost airline.

Smith acted as a consultant at easyJet, managing a range of marketing initiatives, including the development of the easyJet Plus loyalty programme and the launch of the easyJet pre-paid Visa Euro card.

He has a background in ecommerce and loyalty has also worked at Carlson Marketing, Barclaycard and Talk Talk.

He will be charged with developing and implementing the Flybe’s marketing strategy, strengthening the brand and improving the customer proposition.

Simmons says: “Martin joins us as a highly experienced marketing professional with a proven track record of delivering innovative and exciting work. His is exactly the expertise we need as we continue to revamp our customer offering as we continue on our journey to becoming Europe’s best regional airline.”

The airline is implementing a brand and marketing strategy overhaul across all customer touchpoints.

It recently launched a campaign focusing on “time-saving travel” taking in television spots and outdoor activity. It has also refreshed its website and introduced purple as a colour it can “own”.

Flybe has no airline competitors on 80 per cent of its routes and its marketing targets road and rail users and champion the airline’s speed to destination.

The campaign has the strapline “From A to Flybe” and separate executions targeted business and leisure travellers.

The airline claims to be Europe’s largest regional operator and flies to 70 airports in total. In the UK its key airports are Birmingham, Southampton and Manchester.

Flybe’s previous marketing director Simon Lilley stepped down in January.

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