Where’s flydubai’s brand identity?

FD-GUFNEWS-B 10X33 BEIRUTThe much-anticipated launch of low-cost airline flydubai is imminent, with radio ads airing and print work being rolled out across the UAE.

The strategy appears to be tactical, with a focus on cost and putting bums on seats for the introduction of daily flights to Beirut and Amman on 1 June. But where’s the brand?

Last year we were promised that a “brand identity” would be created, but with less than two months until launch, there’s no sign of it. Are a logo and cheap seats enough to challenge the competition, or is a brand with personality needed in order to challenge the likes of Air Arabia and Jazeera Airways?

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