Monarch is switching the bulk of its business to scheduled services as part of a major rebrand.
It aims to have 80% of its revenue coming from scheduled flights by summer 2012.
Under the new strapline ‘Fly your way. Every day’, the airline is offering basic fares and then leaving customers to choose if they want to pay for extras like additional leg room and on-board refreshments.
For example, six inches of extra leg room on short-haul flights will cost £9.99 per person return, or £24.99 on long-haul flights.
Monarch is also dropping its £3.20 charge for debit card bookings but keeping a £10 charge for credit card bookings.
A spokesman for the airline said this credit card fee was still competitive with rivals and purely reflected the cost involved.
The new brand campaign will be rolled out in print, outdoor, digital and direct marketing channels.
By Bev Fearis
