NEWS
Flight Centre’s marketing, which features staff, focuses on the ‘All’ and ‘No’ theme
Flight Centre in massive tailor-made brand push
Robin Searle
Flight Centre has unveiled a “multimillion-pound investment” in branding and marketing across its network of 82 shops and digital channels as it aims to establish itself as a tailor-made travel expert. Te new branding centres
STORY TOP
on the taglines ‘All Travel, No Worries’ and ‘We’ll Tailor-Make it Easy’ and is designed to continue a process of repositioning the agency as more than a specialist in cheap flights. A marketing campaign and new
collateral soſt-launched this week in Flight Centre’s shops and online and will be extended to include press and outdoor advertising as well as the company’s first TV campaign. Yvonne Hobden, head of
travelweekly.co.uk
marketing, said the new branding was designed to appeal to frequent travellers with higher budgets who were looking for unique experiences. She said: “Our marketing has traditionally been product and price-led but pivoting from being known as a specialist in cheap flights to a tailor- made holiday specialist is a big step so we need to tell a
different story. “Te brand repositioning is a
multimillion-pound investment that plays heavily on our company culture, our scale and our expert consultants who can take care of everything from the enquiry stage to support and advice during the holiday itself.” She added: “Our ratio of
flight-only to tailor-made bookings has changed significantly over the
Pivoting from being
known as a specialist in cheap flights to a tailor-made holiday specialist is a big step
past five years, but this will take that to the next level and we have huge growth ambitions from it.” Marketing collateral produced for
the campaign features several of the agency’s 700 sales consultants. It will centre on the ‘All’ and ‘No’ theme, including “All chats, no chatbots” and “All planned, no panic”. An advert that will initially run
online and later on TV features a voiceover by actress Caroline Quentin and is designed to showcase
Flight Centre’s global product offering using a “fun, conversational tone” that reflects the agency’s culture. Staff were informed of the new
branding and marketing activity during the company’s annual conference in London on Saturday before a public launch on Monday. Liz Mathews, Flight Centre brand
leader, said: “For too long we have kept our incredible company and our true identity hidden away, enjoyed by those who work for us, but invisible to our customers. “Tat changes today, as we start
to tell our story externally as well as internally.” She added: “Over the next 12
months we will be investing more into our marketing than ever before, as we reach a much wider audience of potential new customers.”
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