BMI reverts to British Midland International to boost recognition abroad

Airline BMI is to revert to its original British Midland International brand name in some international markets in a bid to increase recognition.

BMI
BMI

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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here