Bmibaby uses ITV regions for first fast-response ads

Budget carrier Bmibaby is running a targeted advertising campaign on ITV1 regions allowing it to tailor ads just before being aired.

The airline will run the fast-response ads in the ITV Central, Wales and Granada regions. Technology overlaying existing commercials allows bmibaby to update its flight offers up to 75 minutes before transmission.

The concept was created by ITV planning with bmibaby’s media house PHD. The airline had briefed the broadcaster and agency to make its advertising, “totally bespoke” and reactive to daily sales data.

It also wanted to build on its sponsorship of the channel’s regional weather.

Bmibaby marketing director David Hodge says it would use the campaign so that its latest flight messages would be broadcast in its core regions.

Bmibaby started sponsoring ITV regional weather with London Weekend Weather in September 2003 and later agreed a £3m two-year deal across ITV regions.

The latest campaign continues the airline’s close relationship with ITV. Last December, the broadcaster signed bmibaby as its first interactive mobile and broadband TV sponsor. The arrangement included the creation of a WAP site offering holiday bookings, flight discounts and competitions.

In January, the weather sponsorship came under criticism when it was alleged that ITV Wales was changing its forecasts in order to make foreign travel more appealing. It released a statement in response claiming it had not ordered ITV Wales to alter forecasts.