FlyDubai as the name of the emirate’s new low-cost carrier.

The name was selected from a shortlist presented by Sheikh Ahmed bin Saeed Al-Maktoum, chairman of the Emirates low cost offshoot announced in March.

In a statement Sheikh Ahmed said: ‘FlyDubai is a simple, yet powerful call to action. It makes an immediate link to our core business, which is providing no-frills flights to bring people to and from Dubai.

‘The name also carries a strong association with the city of Dubai, itself a brand synonymous with excellence, reliability and an international, pro-business approach.’

FlyDubai’s brand identity and livery will be unveiled in the coming months. The airline, which will be based at Dubai’s Al Maktoum International Airport in Jebel Ali, aims to launch its first flights by mid-2009.

It will operate entirely separately from Emirates Airline and Group, and initially focus on regional services within the Gulf Co-operation Council (GCC) – Saudi Arabia, Bahrain, Oman, Qatar, Kuwait and the United Arab Emirates – and surrounding countries.

Sheikh Ahmed added: ‘FlyDubai’s operations will potentially cover an area of some 2bn inhabitants. ‘It will support Dubai’s commercial and tourism sectors by serving a new set of travellers, and providing them with affordable air links to popular, high-demand destinations.’

FlyDubai will compete with a number of low-cost carriers already operating in the Gulf, including Air Arabia, Jazeera Airways, Sama and Nas Air.

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