BMI will be known by its full moniker in long-haul destinations where awareness of the brand is low, according to a spokesman. The firm hopes that the words British and international will resonate with foreign customers, he adds.
The carrier is also to include the British Midland International name within its existing logo in its marketing in the UK, a move aimed at bringing the UK “in line with international markets”, according to the spokesman, an addition he described as a “marketing strapline”.
He adds that airline will continue to be known as BMI in the UK.
BMI, which is owned by German airline Lufthansa, rebranded to BMI in 2001. The carrier made a loss of £155.6m in 2008 and is expecting slightly worse results for 2009. It recently announced that 800 jobs would be cut as part of its drive to save £100m.
Separately, low-cost sub-brand BMIBaby has promoted commercial director Julian Carr to the role of managing director. Carr, who was responsible for marketing and PR, replaces Crawford Rix, who has left to join Tiger Airways Australia.
Carr’s replacement as commercial director will be announced shortly, a spokeswoman says.