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Bmi Regional to launch marketing drive

12 Sep 2012 by BusinessTraveller

Bmi Regional has appointed iconic advertising firm M&C Saatchi to lead its first marketing push as an independent company over the next few months.

The Aberdeen-based operation was sold by British Airways’ parent company IAG to Scottish group Sector Aviation for £8 million in May.

Bmi Regional will be the only Bmi brand to survive following last weekend’s closure of the no-frills airline Bmibaby (see online news September 10), and the continuing integration of Bmi’s mainline services into BA.

Frank Mertens, Bmi Regional’s marketing manager, said: “Being now completely separate from the main Bmi brand, it is vital that we partner with companies who understand our business and what we are trying to achieve in terms of bringing back some of the core values to air travel that have perhaps been eroded.”

The airline operates from the UK regional airports of Aberdeen, East Midlands, Edinburgh, Glasgow, Leeds Bradford, Manchester and Norwich to a range of domestic and European short-haul destinations.

M&C Saatchi is putting together an advertising campaign under the banner “Bmi Regional – Streamlined for Business” which will be launched later this month.

A new website for the airline – bmiregional.com – will also be fully operational from next month.

Mertens added: “M&C Saatchi’s ideas completely encapsulated what we are about and the creative options presented by M&C Saatchi are the most appropriate way forward for an airline that is recognised as having a quality product, is steeped in tradition with a strong heritage and a loyal customer base of business travellers.”

Visit bmiregional.com (this URL currently directs to the main flybmi.com website).

Report by Rob Gill

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