Further rebranding from British European

British European, previously known as Jersey European, has announced a further name change, with a rebranding as 'flybe'.

The re-branding decision was decided upon thanks to the continuing success of low cost airlines such as Ryanair and easyJet.

Managing Director, Jim French said: "The airline industry is constantly evolving, and the new low cost airlines are the latest innovators - the current fashion icons of the industry. They entered the industry in a blaze of publicity, grasping the opportunity which the internet offered and re-wrote many of the rules of product and pricing which the traditional airlines had burdened themselves with.

"We cannot ignore these changes. We have had to review every aspect of our business - not just the price of the ticket. We cannot just throw away the past 21 years of experience. We cannot merely copy everything the low costs do. We can, however, take this opportunity to tear up the rule book, to create something new. Taking the best of both types of airline we are creating a new generation of airline, offering a new deal for air travellers."

The airline hopes to widen its new brand appeal into the customer base that other low cost airlines attract.

Mr French added: "This new deal reinforces our commitment to low fares, but also means so much more for passengers who chose flybe. We will offer a range of products on the ground and in the air, with a range of prices to suit the needs of all customers.

"We will also offer the benefits of new technology through the internet, whilst still working closely with the travel trade, who offer a valued service to millions of air travellers - albeit in a changing role."

The airline formerly known as British European carries around three million passengers a year with its principal hubs being London, Belfast City, Birmingham, the Channel Islands and Scotland.

(MB)