Flybe, Europe’s largest regional airline and the UK’s number one domestic carrier, has launched a new creative style across all its media that sees everyday objects relating to travel and destinations being wrapped in Flybe’s distinctive coloured ‘lozenges.  As part of the new creative, Flybe will be spending in the region of £3-million over the next five months in rolling out the new campaign.

The new creative style, designed by Flybe’s longstanding creative agency SOUK with media bought by Starcom, is being rolled out across national and regional press and digital channels. New TV sponsorship idents and airtime creative are also being developed for all media channels used by Flybe to match the bold new creative look.

Simon Lilley, Flybe’s Director of Marketing, says: “We have developed our ‘lozenges’ into distinctly recognisable assets over the last two years and this latest creative move takes this one stage further with a sophisticated style that is not only immediately ownable but that also offers excellent stand out appeal.

“With Flybe, now Europe’s largest regional airline, carrying 45-50% of our passengers for business-related travel, any new look has to prove attractive and enticing to travellers across all areas of the travel spectrum. We are really delighted to now have what is an adaptable but consistent template that, most importantly, people can relate to across the board whether it be a deckchair or sunglasses - think sun; see a ‘bobble hat’- think ski; or a briefcase - think business!”

The campaign was launched last weekend to coincide with Flybe’s 10-day 7-million Summer Seat Sale and features ‘lozenge—wrapped’ deckchairs the first of which hit the beach for the first time at Sidmouth in Devon, encouraging travellers to fly off this summer on one of Flybe’s 203 routes to 13 countries.

Flybe will have a suite of CGI images providing cost efficient retail stock for high turnover marketing campaigns. TV airtime is being developed using the same images and will be used regionally on a tactical basis. The airline has also created a memorable new sound track with an underlying ‘British’ flavour to be launched soon across its radio and TV.

Flybe’s bold new marketing look follows hard on the heels of two massive milestone announcements for the airline over the past couple of weeks namely its £3-billion order for new Embraer jet aircraft and a new codeshare agreement with global carrier, Air France.

Mr Lilley adds: “Flybe is now firmly positioned on people’s flight booking radar and, with proven ability to grow and develop into new markets, the consistent and creative use of our new look is really spot on, both above and below-the-line, and will provide a distinctive platform for all our marketing communications for the foreseeable future.”