Rex flies through turbulence
It’s not often that a stock exchange-listed company adopts honesty and frankness as a marketing technique.
However, Regional Express (REX) has set a new benchmark in transparency with the cover of its latest annual report, released on Monday.
The airline not only concedes it was a tough year, but acknowledges the challenges on the cover of its annual report, with pictures of storm clouds and a headline saying “Annus Horribilis” as per the Queen’s famous words a few years ago.
Rex actually performed fairly well in the financial year just completed. The company increased revenue and maintained profit in the face of rising fuel prices and 50 percent pilot turnover in a tight job market.
The report’s cover was refreshingly honest in reflecting the company’s turbulent year.
I'm a 41-year-old father of four working as a newspaper editor at Mount Gambier in South Australia.
