Flybe staffs up in advance of 15m rebranding drive

Flybe is upping its advertising spend by a third and creating a raft of new marketing appointments following its acquisition of BA Connect.

The low-cost airline will increase its advertising spend from £10m to £15m this year as it looks to boost its ancillary revenues on the back of its purchase of BA’s subsidiary airline. The new marketers are understood to be tasked with the rebranding of BA Connect as a retail brand.

The spend will be spread across national, regional press, including a sponsorship deal with the Manchester Evening News, and European activity, says Flybe’s director of marketing Simon Lilley.

Flybe is aiming to boost its ancillary revenues through the relaunch of its frequent-fly programme and investment in a new in-flight magazine. The appointments include product and brand manager, trade marketing manager and European advertising manager. Lilley says the airline will also consider bringing in house some of its marketing services, to save costs. This is understood to be initially focused on the design work for its digital activity, which could save an estimated £1m per year.

The design work is carried out by CMW Interactive, which will continue to manage and audit Flybe’s digital database.

The airline’s marketing services roster includes advertising agency Souk and Starcom, but Lilley stresses Flybe has already worked well with the two agencies in reducing costs. It is not clear whether the airline will repitch its above-the-line advertising business.