Hapag-Lloyd Express (previously also marketed as HLX.com) was a no-frills, high-frequency, express airline based in Langenhagen, Germany. It operated services within Germany and to destinations in Europe. On 15 January 2007, it combined its operations with those of Hapag-Lloyd Flug to become TUIfly. While Hapag-Lloyd Flug operated all TUIfly flights, Hapag-Lloyd Express marketed them until TUIfly got its own licence. Hapag-Lloyd Express was established in 2002 and began operations in December 2002 – two months after Germanwings, its direct German competitor at Cologne Bonn. Despite starting its service later and serving fewer routes, HLX gained a higher name recognition and a better reputation through its category-defining campaign "Fly for the price of a taxi". The airline subsequently won the efficiency award "Effie" in Germany and Europe in recognition of its more effective branding and marketing. More information...
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