Flight Centre launches brand proposition

UK high street travel retailer, Flight Centre is to launch a new brand proposition and marketing campaign on 9 July 2007. The Flight Centre brand, with its famous captain and nationwide network of red and white shops, is set to unveil a new logo, slogan and price promise.

The new marketing campaign is part of the company’s strategy of improving overall customer experience and drawing on the strengths of its sales consultants.

The campaign will focus on a new Unbeatable value proposition that highlights the passion, experience and value Flight Centre’s consultants can offer customers.

This is reflected in the new advertising slogan ‘We go out of our way for you’. The Price Beat Guarantee will also change and will become a ‘Low Price Promise - If you find a cheaper airfare available in the same booking class, we’ll beat it’.

Flight Centre’s head of marketing in the UK, Brent Novak said the new value proposition would encompass everything from the look and feel of the shops and marketing campaigns to the consultants’ customer service and how they use the Low Price Promise to deliver an unbeatable experience to customers.


“Unbeatable is not just about price, it’s about overall choice, value of our holidays and the consultants passion and experience that they bring to the customer,” Mr Novak said.

“Our new advertising campaign, which will include outdoor, online and press, kicks off mid-July and features real Flight centre consultants going to incredible lengths to ensure that our customers have the best possible travel experiences.

“Our well-known Flight Centre Captain will still feature prominently in all marketing campaigns, on the website and in-store.”

This year Flight Centre Limited, celebrates 25 years in the business with more than 1500 stores in Australia, New Zealand, South Africa, North America and the UK.

Flight Centre has operated in the UK for just over ten years and will be opening its 100th high street in the next two months.