Now set to rival low-cost airlines with £5m campaign

Poppy Brech,

March 12, 2003

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Now set to rival low-cost airlines with £5m campaign

LONDON - Budget airline start-up Now has appointed communications strategists Rise and creative agency DSJSW to handle its £5m account, as it sets out to break into the fiercely competitive sector.

Now starts flying with two aircraft this summer from its Luton base to seven destinations, including Manchester, Hamburg and Rome.

The Now name was developed in association with brand consultancy Fitch, with livery by DSJSW. Rise and DSJSW are working on a communications strategy to launch Now. The activity will be centred on the web.

The agencies will help the airline position itself as the "second generation" of low-cost carriers. It will attempt to differentiate itself from brands such as EasyJet and Ryanair by offering fixed fares according to destination and season.

Now passengers will all pay the same price for their seats on the flight. Low-cost airlines such as EasyJet sell the first seats at a very low price, but prices for seats bought later can rise substantially.

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Topics

Marketing