Don't really understand the business rationale for a slogan of "Fly like a star whoever you are"
Cityjet's main focus is LCY, an airport with (apart from off peak), seriously expensive fees and with lots of people travelling on business rather than for pleasure. Virtually everyone working in Canary Wharf has a big ego, even if they are actually quite ordinary.
The new slogan says to me that "we both know that you're actually a very ordinary person living a mundane life but you too can join the jet-set and pretend to be special for a couple of hours". Fine for an airline aiming at the mass market or first-time-in-many-years trip to a Caribbean beach, but I struggle to understand how this slogan is relevant to Cityjet whose home airport by virtue of its fees tends to see a more elitist passenger base.
Anyone able to give a better understanding of what the marketing is meant to be about ?