Partners BDDH has been appointed to handle the &£5m advertising launch of bmi british midland’s new low-cost carrier, called bmi baby.
The new airline will eventually have its own marketing team, but at present the existing bmi team, under marketing director Simon Gregory, is handling operations.
The airline, which will fly out of bmi’s East Midlands Airport base, launches on March 23 and will operate separately from the parent company. Gregory says this is why he has picked a new agency, rather than working with bmi’s agency of record, Bartle Bogle Hegarty.
A new logo and identity created by Landor, which worked on bmi’s rebranding in February 2001, will be unveiled later this week.
Gregory says that work on the budget airline began earlier this year, long before the events of September 11, which precipitated a crisis for transatlantic carriers.
The airline will be competing with companies such as Go, easyJet and Ryanair. Bmi baby’s destinations of Barcelona, Faro, Malaga, Nice and Palma are already served by Go. The former BA budget airline also plans to fly out of East Midlands Airport.