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Monarch bids to distance itself from low-cost rivals

11 January 2008

Monarch, the low-cost airline, is repositioning as the “‘low fare airline that cares'” in a bid to distance itself from rivals easyJet and Ryanair.

The changes follow the interim appointment of Milton Bayer to the airline’s £5m advertising business.

Milton Bayer has developed a press and outdoor campaign, with the strapline “‘The low fare airline that cares'”. It will run in key areas near Birmingham, Gatwick, Luton and Manchester airports.

source: Marketingweek

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