Branding: Jet2 to shift positioning, the Leeds Bradford Airport-based airline, is changing its strapline to 'Friendly low fares' to try to convey the message that low-cost need not mean a compromise on customer service.

According to, the strapline is intended to highlight the difference between its service and that of other no-frills airlines. is dropping the line 'The North's favourite airline', but was keen to stress this does not reflect any lowering of its commitment to Northern bases or herald a move to bases further South.

The airline flies to 45 destinations from six UK airports.

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