Brussels Airlines : new campaigns, new colours, a new tagline and new products

Brussels Airlines : new campaigns, new colours, a new tagline and new products

The Brussels Airlines marketing team launches a brand new market positioning today.

“THE passengers” doesn’t exist anymore. The number of different types of passengers has grown over the last years. And someone who travels for professional reasons today, may make a city trip next month or travels abroad to visit a family member, and will have different needs and expectations every time. One passenger looks for the cheapest fare or has no luggage to check in, the other wants to save time and travel in all comfort. More than ever, product segmentation has become very important. With this evolution in mind, Brussels Airlines has worked on a new market positioning, which is being rolled out today.

We give the choice to our customers,we let them decide what is important during their travels. With Check&Go, Light&Relax, Flex&Fast and Biz&Class  we have developed  four products with their own features and pricing. This unique product offer gives the customer the service choice and budget freedom he wants today.”

-- Nathalie ErdmanisBrussels Airlines VP Marketing 

Whichever travel product the passenger prefers, a personal service is key. Brussels Airlines hass chosen to position itself as a ‘human airline’, bringing people together and making travel a pleasure again and acting on new trends.

The new tagline ‘We Go The Extra Smile’ expresses this mission and the airline no longer speaks about passengers, but calls them ‘guests’ instead.

“Brussels Airlines positions itsels as an airline with a ‘can do’ mentality. Nowadays an airline offers service, or focuses on price only. Brussels Airlines will prove that attractive prices and service can go hand in hand.”

-- Nathalie ErdmanisBrussels Airlines VP Marketing

Because aviation has such strict rules, passengers are constantly confronted with a lot of “don’t’s”. That’s why Brussels Airlines bases its new campaign and philosophy on “do’s”, like “do wiggle your legs on board” (plenty of leg space for that), “do sit together”, “do start your holiday on board”… with which they want to emphasize their advantages towards their customers.

To market the 4 new travel products and the new approach, Brussels Airlines has teamed up with marketing agency TBWA, who have worked out a fresh new style for the airline,  with new colours which will be used in all future campaigns.

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About Brussels Airlines

Brussels Airlines is Belgium's national airline, connecting the capital of Europe to more than 70 destinations, whereof 15 in Africa, the continent that Brussels Airlines carries closes to its heart. Moreover, Brussels Airlines offers 60 destinations in Europe, 2 in North America and Tel Aviv. The company employs 3,100 employees and operates 38 aircraft.

In view of the global coronavirus pandemic, Brussels Airlines has committed itself to the strictest health safety measures in aviation worldwide, following the recommendations of EASA (European Air Safety Agency). Since the outbreak of the coronavirus, the Belgian airline operates an adapted flight schedule that is based on market demand and that takes into account the travel restrictions of the different authorities.

Thanks to its no-compromise positioning, Brussels Airlines combines competitive all-flexible fares with  the highest service quality. With yearly changing Belgian Star Chefs, its wide offer of Belgian food and drinks and the five Belgian Icons, Brussels Airlines is acting as a real ambassador of its country, bringing the world to Belgium and the best of Belgium to the world.

Creating over 40.000 direct and indirect jobs, Brussels Airlines plays an important role in the Belgian economy and is part of Belgium's second largest economic engine: its hub at Brussels Airport. In 2019, the airline transported over 10 million passengers to, from and via Brussels Airport.

Brussels Airlines offers cargo capacity on all its flights, commercialized by Lufthansa Cargo. The airline also handles the daily maintenance of its aircraft fleet.

Brussels Airlines is one of the four Lufthansa Group network airlines (Austrian, Brussels Airlines, Lufthansa and Swiss) and member of Star Alliance. The company was founded in 2002 and is 100% owned by Deutsche Lufthansa AG.

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Brussels Airlines
Zone General Aviation - Airport Building 26
1831 Diegem