Monarch is positioning itself as a scheduled airline that allows customers "greater" freedom to select the products and services they require when they fly.
The new services provided by the airline allow consumers to tailor their flight packages to their own preferences, by booking allocated seats and having different options for in-flight meals and extra-leg room.
Along with the repositioning comes a rebrand developed by Interbrand. This includes new livery for the fleet, a new strapline “Fly your way. Every day” and the roll out of the new brand colour palette and graphic treatments. The exercise marks the airline's biggest branding activity in the past seven years.
Digital Marmalade had the responsibility of rolling out the new brand across all Monarch’s websites.