A brand refresh unveiled today (Monday) by Flybe sees the regional airline adopt the strapline ‘Close to You’.
The aim is to reflect the extent of the carrier’s local presence, operating more UK domestic flights than any other airline.
More than half of its flights operate within the mainland UK, although 15 countries are served.
Flybe claims to be the largest scheduled airline by air traffic movements at Aberdeen, Belfast City, Birmingham, Cardiff, Exeter, Isle of Man, Jersey, Newquay and Southampton airports.
Chief commercial officer Roy Kinnear said: “Flybe specialises in bringing people together and, in this day and age, it is more important than ever for companies to establish a real personal connection with their customers.
“This is why we feel ‘Close to You’ is the perfect message to marry our commitment to quality customer service with our extensive route network.
“It not only connects our business and leisure travellers intra-regionally but also to our many international codeshare partners at key metropolitan airport hubs for seamless onward long haul travel.
“Establishing a warm friendly presence in the often faceless hustle and bustle of the aviation world is something that all of us at Flybe are working towards making reality.”