Rebranding
On 16 August 1964, the airline was rebranded, becoming Britannia Airways; this name was adopted to coincide with re-equipping with ex-British Overseas Airways Corporation (BOAC) Bristol Britannia turboprop airliners to replace the Constellations. The type would not be used for long however; during December 1970, the last remaining Britannia 102 was withdrawn from service, consequently, the airline became an all-jet operator at this point. During the late 1960s, Britannia became the first charter airline to offer assigned seating, as well as hot in-flight meals.[4]
The new livery included an emblem of Britannia; the national personification of Britain.
During the mid-1960s, Britannia had attracted the interest of the newspaper business magnate Lord Thomson, who sought a good prospect with which to diversify his business stakes; Thomson also approved of the company's activities being beneficial to the general public. As a result of this interest, during 1965, Britannia became part of Thomson, itself part of the Canadian-owned International Thomson Organisation. This acquisition was beneficial to the company's prospects, including financing the acquisition of a new generation of jet-powered airliners to enable Britannia's rapid transition into the jet age.
During 1968, Britannia commenced a re-equipment effort involving the new Boeing 737-200 jetliner; it had the distinction of being the first European airline to operate the type. The purchase of the brand new and relatively unproved 737 was seen as a major breach of traditional practice; historically, charter airliners procured secondhand aircraft from their larger scheduled airlines. In addition, the large 'flag carriers' were comparatively wary of the value of jet-powered aircraft, normally opting for comfort and high-quality passenger conditions over speeds.[12] This unconventional purchase was also politically controversial; Sir George Edwards, the chairman of the British Aircraft Corporation (BAC), had expected Britannia to order the rival BAC One-Eleven and lobbied government officials to convince the airline to procure the British airliner instead. These pressure tactics ultimately proved to be unsuccessful; by 1975, Britannia was operating a fleet of 13 Boeing 737s.[13]
By 1972, the airline had become the largest of the British independent charter airlines.[14] Prior to the mid-1970s, Britannia, much like other British charter airlines of the era, had concentrated upon low-cost flights to Spain and the use of provincial airports (other than its Luton base) to provide its services.[15] However, the company held ambitions to expand beyond this. During 1988, Britannia's 767s were used to commence regular charter flights between Britain and Australia, as well as to New Zealand the following year.[16] Between 1968 and 1984, Britannia carried nearly 42 million passengers, while the company's fleet grew to include twenty-nine Boeing 737s and a pair of 767s.[17]
Britannia also became the first European airline to fly the Boeing 767, which was added to its fleet in the 1980s; the 767 was the first widebodied aircraft to enter service in the company's fleet and enabled Britannia to become the first British holiday airline to offer passengers free in-flight audio and video entertainment.[17]
During August 1988, Britannia's immediate parent company, the Thomson Travel Group, purchased Horizon Travel and its airline, Orion Airways, which was then integrated into Britannia.[17]
