Europe’s largest regional airline Flybe is set to spend around £3 million over the rest of 2010 to promote its new campaign having launched a new creative style across all of its media and communications materials featuring its coloured ‘lozenges’.

The new style to feature in the campaign which will launched this month has been designed by creative agency SOUK and will be rolled out across national and regional channels as well as press, with media planned and bought by Starcom.

TV sponsorship idents and airtime creative are also being developed to match the creative style.

Simon Lilley, director of marketing for Flybe said that the company had developed the ‘lozenges’ into distinctly recognisable assets over the last two years and hoped that the latest creative move would take the brand ‘one stage further’ with a ‘sophisticated style’ which would be immediately ownable and also offer excellent stand out appeal.

“With Flybe, now Europe’s largest regional airline, carrying 45-50% of our passengers for business-related travel, any new look has to prove attractive and enticing to travellers across  all areas of the travel spectrum. We are really delighted to now have what is an adaptable but consistent template that, most importantly, people can relate to across the board whether it be a deckchair or sunglasses - think sun; see a ‘bobble hat’- think ski; or a briefcase - think business!,” added Lilley.

He concluded: “Flybe is now firmly positioned on people’s flight booking radar and, with proven ability to grow and develop into new markets, the consistent and creative use of our new look is really spot on, both above and below-the-line, and will provide a distinctive platform for all our marketing communications for the foreseeable future.”