Monarch unveils new brand as it focuses on scheduled services

Leading leisure airline Monarch is to re-launch its brand on 1 June.

The brand repositioning is a key part of Monarch’s strategy to focus on scheduled services.

The new strategy is centered around the “Fly your way. Every day” concept that reinforces Monarch’s position as a scheduled airline that allows customers greater freedom to select the products and services they require when they fly.

Conrad Clifford, the Chief Executive of Monarch Group, said: “The new brand is a key milestone for the company as we focus on scheduled operations. The refreshed brand is the visual manifestation of a strategic shift in the business that will give consumers the widest possible choice of services both on the ground and inflight.”

Monarch gives customers the ability to tailor their flight package to their exact requirements, providing a greater sense of freedom and personalisation. Monarch customers will be able to book a great value flight, with an allocated seat and then choose from a range of added options including seats with extra leg room and in-flight meals.

The new brand campaign will be rolled out in print, outdoor, digital and direct marketing channels from tomorrow.

In addition, Monarch’s fleet of 30 aircraft is also being re-branded and will carry the airline’s new brand message, “Fly your way. Every day”. The first aircraft boasting the new livery will be flying later this month.

The new brand has been created with support from a number of agencies including Milton Bayer. Mission is providing PR support for the campaign while Flourish Creative is supporting on the ground brand activation.