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Flight Centre launches first ever UK brand refresh
Flight Centre has begun rolling out its first brand refresh since it launched in the UK in 1995.
The multi-million pound repositioning campaign, All travel, No worries, was designed by creative agency Brave and developed with Flight Centre’s in-house studio.
Head of retail marketing Yvonne Hobden, who has been working on the project since joining the company last year, said it represented the company’s biggest-ever marketing spend in the UK.
It will be rolled out across the company’s 80 UK stores from this week as well as on its website and social media channels.
The campaign includes a TV advert, which will be screened in the coming months.
"This is an extremely exciting time for Flight Centre as we embark on a new brand positioning, the first since our UK launch in 1995," said Hobden.
"This is the biggest investment we’ve ever made in a marketing campaign and this demonstrates our continued commitment to our high street store network and the importance we attach to the personal service provided by our talented travel consultants."
Flight Centre said the campaign will be accompanied by a new, ‘light-hearted tone of voice’ in its marketing to ‘better reflect their people and their culture’.
Flight Centre also said it had steered away from chatbots and algorithms to focuses on the personal service provided by its 700-plus travel consultants in the UK.
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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