Bmibaby hires marketing and sales chief

Bmibaby, the low-cost airline division of bmi british midland, has appointed Sue Underwood as sales and marketing manager.

The appointment means that bmibaby can build its own marketing structure. Previously marketing for bmibaby was handled by bmi british midland’s marketing department.

Observers claim this has hindered bmibaby’s growth and taken the bmi british midland team’s eye off the parent brand.

Underwood was previously general manager marketing East Midlands Airport. He will report to bmibaby managing director Tony Davis. Bmibaby’s advertising agency Partners BDDH created the animated campaign that features the flying baby icon, Tiny, for the brand’s launch. The agency is pitching against Delaney Lund Knox Warren to handle bmi british midland’s £10m advertising account.

Bmibaby is setting up a second base at Cardiff Airport and is adding six European destinations to the existing nine. The division claims it is going to break even next year – a year earlier than expected. Bmibaby was launched to counter the arrival of Go at East Midlands Airport, from which bmi british midland was already operating. EasyJet’s deal to buy Go is now close to completion.

Holiday company MyTravel is about to launch a low-cost airline and has poached Ryanair marketing director Tim Jeans to take the post of head of airlines.


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