CityJet builds brand with emotive repositioning

CityJet: repositions as ‘premium but friendly’
CityJet: repositions as ‘premium but friendly’

CityJet, the London based airline, is repositioning itself as a "premium but friendly" carrier as it aims to build the brand through a £1m pan-European marketing campaign.

The campaign, created by EuroRSCG, marks the biggest marketing push behind the brand since it took over Belgian carrier VLM Airlines in 2009.

It focuses on the airline's personality, highlighting CityJet's position as the largest carrier from London City Airport and moves away from network, price and convenience messaging.

The campaign features print, outdoor, radio and digital activity. It launches on 19 September and will run for five weeks in London, Ireland, Scotland and the Benelux region.

A TV ad will go live for two weeks at the end of October in Ireland.

Print ads will appear across national newspapers and online activity includes homepage takeovers of Reuters, The Times, Skyscanner, MSN, NRC and LinkedIn.

Christine Ourmières, chief executive, CityJet, said: "Over the past 12 months CityJet has secured its future as the premier carrier out of London City Airport serving key business destinations throughout the week and high-end leisure destinations at weekends.

"The majority of our customers are frequent flyers who are loyal to us because they appreciate the added value services we can offer them as a small, niche carrier. The new campaign is designed to reflect our understanding of their expectations."

In September 2009 CityJet launched its first ever campaign, focusing on the ease of flying from London City Airport.

CityJet is owned by the AirFrance KLM Group.

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