Flybe hunts agency for 1m CRM task

Flybe, the low cost airline, is putting its £1m customer relationship management business up for pitch ahead of plans to relaunch its frequent flyer loyalty scheme.

It has invited incumbent CMWi to pitch for the account along with Tequila, Personal, Craik Jones and The Marketing Store.

The winning agency will be responsible for handling the airline’s customer database and for developing new relationship marketing strategies. It will also be responsible for a weekly e-mail to Flybe’s subscribers.

Flybe director of marketing Simon Lilley says relationship marketing is an increasingly important element in Flybe’s marketing and its work with CMWi has helped to grow the business.

He adds that he has called the pitch because "it is healthy to test the marketplace".

Separately, Flybe is also due to announce the creation of a new children’s character to support the airline’s children’s marketing.