Flight Centre has unveiled a “multimillion-pound investment” in branding and marketing across its network of 82 shops and digital channels as it aims to establish itself as a tailor-made travel expert.

The new branding centres on the taglines ‘All Travel, No Worries’ and ‘We’ll Tailor-Make it Easy’ and is designed to continue a process of repositioning the agency as more than a specialist in cheap flights.

A marketing campaign and new collateral soft-launched this week in Flight Centre’s shops and online and will be extended to include press and outdoor advertising as well as the company’s first TV campaign.


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Yvonne Hobden, head of marketing, said the new branding was designed to appeal to frequent travellers with higher budgets who were looking for unique experiences.

She said: “Our marketing has traditionally been product and price-led but pivoting from being known as a specialist in cheap flights to a tailor-made holiday specialist is a big step so we need to tell a different story.

“The brand repositioning is a multimillion-pound investment that plays heavily on our company culture, our scale and our expert consultants who can take care of everything from the enquiry stage to support and advice during the holiday itself.”

She added: “Our ratio of flight‑only to tailor-made bookings has changed significantly over the past five years, but this will take that to the next level and we have huge growth ambitions from it.”

Marketing collateral produced for the campaign features several of the agency’s 700 sales consultants. It will centre on the ‘All’ and ‘No’ theme, including “All chats, no chatbots”
and “All planned, no panic”.

An advert that will initially run online and later on TV features a voiceover by actress Caroline Quentin and is designed to showcase Flight Centre’s global product offering using a “fun, conversational tone” that reflects the agency’s culture.

Staff were informed of the new branding and marketing activity during the company’s annual conference in London on Saturday before a public launch on Monday.

Liz Mathews, Flight Centre brand leader, said: “For too long we have kept our incredible company and our true identity hidden away, enjoyed by those who work for us, but invisible to our customers.

“That changes today, as we start to tell our story externally as well as internally.”

She added: “Over the next 12 months we will be investing more into our marketing than ever before, as we reach a much wider audience of potential new customers.”

MoreKey senior management changes at FCM Travel Solutions

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Flight Centre opens its 82nd store in the UK

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