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VLM TO BECOME CITYJET

THE HIGHLY REGARDED VLM name is to disappear by the end of the year as part of a re-branding strategy by parent company Air France.

VLM will be re-branded as CityJet, the name of the other Air France/KLM subsidiary operating from London City airport. CityJet chief executive Geoffrey O'Byrne-White said use of a common brand would be more synonymous with the East London airport and provide greater marketing opportunities.

"No matter what we do, we will promote the airport," he said. He added that the airline's research had shown that travellers outside London were more aware of the airport than those in the capital.

"The home market in London is unaware of the existence of an airport on its doorstep and that is one of the challenges the new brand has to overcome."

A combined website, CityJet.com, is already operating and offers one-way pricing for the first time. The two airlines' frequent flyer programmes will be merged from September. O'Byrne-White said the joint carrier would "continue to provide service standards that people have got used to", but target new passengers currently using low-cost services at Luton and Stansted.

CityJet/VLM has half of all slots at London City and carries about 50 per cent of the airport's passengers. The combined carrier serves 17 European destinations and now has a stand-by aircraft at London City to ensure reliability.