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 the home carrier of Belgium and one of the four network airlines of the Lufthansa Group. It connects the European capital from Brussels Airport with over 85 destinations, 17 of which are in Sub Saharan Africa. The company employs more than 3,300 people and operates 43 aircraft.

Brussels Airlines aims to emit 50% less CO2 by 2030 compared to 2019 and plans to be carbon neutral by 2050. The airline is participating in the Stargate Project led by Brussels Airport and is therefore part of the testing ground for sustainable aviation at its home base. In addition, the airline signed the Circular Economy agreement of the Antwerp Management School in 2021. The airline was the first to transport Sustainable Aviation Fuel (SAF) through the CEPS-pipeline connecting Brussels Airport early 2023. By end 2024, Brussels Airlines will have welcomed five state-of-the-art Airbus A320neo allowing the airline to significantly lower its CO2- and noise-emissions on its medium-haul network.

As an ambassador of its country, Brussels Airlines brings the world to Belgium and the best of Belgium to the world, among others through collaborations with Belgian Star Chefs, Belgian culinary products and the Belgian Icons, specially painted aircraft that honour a Belgian iconic person, team or event to promote Belgian culture worldwide.

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About Star Alliance

The Star Alliance network was established in 1997 as the first truly global airline alliance, based on a customer value proposition of global reach, worldwide recognition and seamless service. Since inception, it has offered the largest and most comprehensive airline network, with a focus on improving customer experience across the Alliance journey.

Overall, the Star Alliance network currently offers more than 10,000 daily flights to almost 1,200 airports in 184 countries.

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Contact Zone General Aviation - Airport Building 26 1831 Diegem

+32 2 723 89 90