UK-based regional carrier Flybe has announced a significant brand and product repositioning under the strapline ‘Making flying better’.

The programme is designed to bring together major new initiatives throughout 2012 to positively differentiate it from some of the negative perceptions of low fare travel.

Simon Lilley, Flybe’s director of marketing explained: “We have listened to what our customers and the wider market are telling the industry.

“Making flying better is Flybe’s response and is a long term commitment and fundamental review of our product and brand positioning in the market.”

Flybe’s ‘Making flying better’ philosophy has three key objectives:

• Increasing our flight frequency and connections to offer greater choice and flexibility.
• Transparency pricing and booking processes to make it easier for our customers to understand.
• To reduce the hassle of air travel through UK airports.

A number of recent initiatives by Flybe that are very much part of the ‘Making flying better’ concept, are already proving a success with passengers, particularly the arrival of the new Embraer 175 jet aircraft that are now flying across the network; and the launch of Flybe’s innovative Manchester hub that offers extra regional connections for the UK traveller.

At the heart of ‘Making flying better’ is a fair, open and transparent approach to sales and service policies.

Included amongst many of the new product initiatives to be rolled out during 2012 are the following that have been introduced:

• No charges for customers paying by debit card.
• Credit card customers being charged on a per booking basis regardless of the number of passengers in the booking.

The airline has also launched a new website and new-look advertising creative, including a soon-to-be aired series of TV commercials all featuring Flybe’s own pilots and cabin crew.