Simon Jack and Conrad Clifford
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Monarch Airlines unveils new branding

With ash clouds and sky-high fuel prices, it is little wonder that some airlines are having a tough time at the moment.

But one is going through a major re-brand in an attempt to keep ahead of the competition.

Monarch Airlines - one of Britain's largest charter airlines - is changing its image.

The airline says you can "build your own class" of air travel experience and choose what level of comfort you are prepared to pay for when you fly.

Conrad Clifford is the CEO of Monarch and he told BBC Breakfast that the airline can compete with its low-cost rivals.

  • 01 Jun 2011