Flybe in £1m ad campaign to push business class offer

Flybe, the budget airline, is backing the relaunch of its Economy Plus business service with a &£1m ad push, as the low-cost carriers’ battle for business passengers intensifies.

Exeter-based Flybe says it has moved to relaunch and promote its premium offer following British Airways’ announcement that it is rebranding its regional CitiExpress service as BA Connect.

BA Connect will not offer a business class service, and Flybe is hoping to woo business customers with its relaunched Economy Plus product.

The service does not offer in-flight benefits, but gives passengers airport perks, including the use of business lounges and online check-in. It is also developing its frequent flyer programme. Next month, the airline is launching a print campaign in the UK quality press, and in Scotland and Northern Ireland, with the strapline “Feel the difference and change the way you fly”.

The ads have been developed by creative agency Souk, with planning by Starcom. An online viral campaign, developed by Clark McKay & Walpole, has also been developed and will be sent to 800,000 Flybe subscribers.

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