• Marketing Week, Monday, March 31, 2014 10:35 AM

Flybe is launching a new advertising strategy that will target rival rail and road companies. It does not have a rival airline for four in five of its domestic routes, and so its latest campaign will seek to get passengers to switch from road and rail with its 'Fastest route from A to Flybe' message. At the same time, the airline will be advertising a new compensation scheme it claims is the most generous of any airline and will underline its good punctuality record. Passengers who are delayed by an hour or more will receive a GBP60 credit to their next flight with Flybe if booked within 60 days.

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