Brussels Airlines - We Go The Extra Smile

Brussels Airlines - We Go The Extra Smile

On September 1st, Brussels Airlines introduced four branded fares on its European flights, saying customers should be able to determine themselves how they want to travel, based on their travel needs and budget. The carrier’s new branded fares range from a basic LCC offering (called ‘check&go’) to a full-service business offering (dubbed ‘biz&class’).

To market the new travel products, Brussels Airlines commissioned marketing agency TBWA to work out a fresh new style based on four key words: fresh, simple, Belgian and human.

With the four new products Brussels Airlines aims to position itself as a hybrid airline that offers a value-for-money solution for all market segments and budgets, without having to compromise.

The campaign focuses on the things passengers can do indeed (the “do’s”) - such as “do wiggle your legs on board” (plenty of leg space for that), “do sit together,” “do start your holiday on board.” – as there are already too many “don’ts “ passengers have to take into account when travelling by air.

The new positioning is accompanied by a print media and out-of-home ad campaign that revolves around the baseline “We go the extra smile,” meaning Brussels Airlines is an airline that goes the extra mile in everything it does to please its guests. According to the airline, “We go the extra smile” is also an important internal company philosophy for all Brussels Airlines employees.