Flybe urges businessmen to travel

Regional airline Flybe is launching a campaign aimed at the business sector which emphasises that the best results are achieved face to face.
Like other airlines, Flybe has struggled in the economic downturn, particularly with the reductions in business travel budgets. However, Flybe director of marketing Simon Lilley believes that financial directors can lift the restrictions that in many cases are now purely symbolic.

He says: “I believe we have reached the point now where financial directors have overcome the need to impose business travel cost savings as pure symbolism in the current climate, with organisations now approving movement of managers to ensure business develops while still being prescriptive over the avoidance of legacy travel costs.”

Flybe’s campaign, created by Souk, has the strapline “Business is better face to face” and embraces regional press, outdoor and mobile ad vans, together with online activity. The airline will also roll out a number of interactive initiatives which support the face-to-face business philosophy.

The initiative follows the return to television advertising earlier this month by British Airways that focuses on the opportunities that exist right now in the world for both business and leisure travellers.

Some of BA’s ads specifically target the business community and also recommend the face-to-face meeting, for instance the ads highlight Mumbai Fashion Week.

Lilley adds: “Deals don’t get clinched by phone. It’s still recognised that nothing is more effective in winning business and building relationships than face-to-face meetings and a handshake.


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