BMI campaign aims at business travellers to energy-rich countries

by Jemima Bokaie, Marketing 02-Sep-08, 12:40

LONDON - BMI is targeting businesses customers with a press campaign highlighting its sale fares to destinations that are booming on the back of the strong oil and gas market.

The campaign, created by M&C Saatchi which was appointed to handle the airline's £11m advertising account last month, will promote reduced prices on economy and business-class fares on flights across UK, Europe, Africa, Russia, Middle East and Central Asia.

It uses endlines such as 'There's never been a better time to do business in the Middle East' and 'There's never been a better time to explore new markets.'

The ads, which launch on Saturday, will appear in national newspapers, regional titles as well as business publications. The activity will be supported by an online marketing drive. A larger campaign is scheduled for October.

Last year, BMI returned to TV for the first time in six years to reposition itself as an airline for business travellers. It also overhauled its frequent-flyer scheme, introducing a tier of membership called Blue Plus for those who have earned 3000 miles.

Media Planning Group (MPG) handles BMI's media planning and buying account, while Play handles its digital advertising account.