Now turns to i-level for digital campaign

Online ad specialist i-level has been appointed by second generation low-cost airline Now to handle digital marketing.

The agency will work closely with Rise, which is handling overall media strategy. The strategy is highly Web-centric, given the operational advantages that Now expects to gain in this area.

I-level originally gained experience in this sector through its award-winning work with easyJet. Now represents the “second generation” of low-cost airlines, thanks to what it claims is a unique and simple pricing structure.

Fares are fixed according to destination and season, so that for each flight all travellers will pay the same amount for their seats and always know exactly what they’re paying. More than 80 per cent of tickets are likely to be sold from the airline’s website, fly-now.com, which will go live for customer bookings in April of this year.

Now interim chief executive Lars Welinder says: “Rise suggested we talk to i-level as they not only have a great reputation in digital marketing, but also unique experience in advertising low-cost airlines. Customer acquisition via digital media is crucial to our success, so we are relying on i-level to deliver.”

I-level chief operating officer Andrew Walmsley says: “Now intends to shake the market up and we intend to help them do just that. Teaming up with Rise for the first time is also something we’re really looking forward to.”

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