Magazine article Marketing

BMI Reviews Pounds 10m Task Ahead of Price-Led Push

Magazine article Marketing

BMI Reviews Pounds 10m Task Ahead of Price-Led Push

Article excerpt

Bmi british midland, the UK's second biggest airline, has called a review of its pounds 10m advertising account out of Bartle Bogle Hegarty as it prepares to simplify its fare structure to compete with low-cost carriers.

The airline is to introduce lower fares for both domestic and European passengers, particularly from its main base Heathrow, and is scrapping restrictions such as Saturday night stop-over which have deterred some consumers.

The advertising review signals an end to bmi's premium proposition, communicated in the strapline 'civil aviation', and a move toward a price-led marketing strategy.

In a statement the company said: 'As part of this strategic review it has become appropriate to review the creative advertising account in light of bmi's repositioning in the marketplace. Bmi has worked with the AAR to draw up a list of agencies that have been asked to send credentials, from which a shortlist will be drawn.' An appointment is expected within two months.

The review ends BBH's three-year hold on the business. …

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