British European airline rebrands as flybe

LONDON - British European, the regional airline, is to rebrand itself as flybe backed by a £10m marketing campaign, as part of an effort to give it a wider appeal particularly among younger air travellers.

The airline, which carries around 3m passengers a year, follows in the footsteps of larger rival British Midland, which rebranded itself as bmi.

British European flies out of a number of UK airports including Belfast, Birmingham, the Channel Islands, Edinburgh and Glasgow to more than 30 destinations in the UK and in Europe.

According to Jim French, managing director of British European: "This new brand will bring us wider appeal, especially among the younger generation who have bought into the aggressive marketing and brand positioning of the low-cost carriers. These consumers have grown up with high-profile, price-driven retail marketing."

British European, which is Europe's largest independent regional airline, will complete the rebranding of its 31 aircraft by summer 2003.

The airline also announced plans to do away with overbooking and to introduce the ability to alter change tickets up to just two hours before flying.

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