The agency will work alongside Rise, which has already appointed to handle overall media strategy. The strategy is highly web centric, given the operational advantages that Now expects to gain in this area.
Now is set to offer around 650,000 seats in its first year of operation with initial flights to Fiumicino airport in Rome. It plans to add routes to Valencia and Dusseldorf by the end of the year.
In contrast to existing low-cost operators Ryanair and EasyJet, Now plans to charge a fixed fare according to destination and season, which will mean all passengers will pay the same price for their seats. Flights to Rome on Now will cost 拢55 between March and May and 拢50 in the winter.
Now believes that its pricing strategy will force rivals to react. Lars Welinder, the interim chief executive of Now, said: "We believe this pricing model will become the industry standard."
I-level already has experience working in the low-cost airline sector having previous worked on EasyJet.
Andrew Walmsley, chief operating office at I-level, said: "Now intends to shake the market up and we intend to help them do just that. Teaming up with Rise for the first time is also something we're really looking forward to."
Now represents what is being called the "second generation" of low-cost airlines. More than 80% of tickets are likely to be sold from the airline's , which will go live for customer bookings in April.
According to Welinder: "Rise suggested that we talk to I-level as they not only have a great reputation in digital marketing, but also unique experience in our sector. Customer acquisition via digital media is vital to our success so we are relying on I-level to deliver."
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