BMI press campaign targets business travellers

LONDON - M&C Saatchi has unveiled its first national campaign for British Midland (BMI) since landing the account just over a month ago. press campaign press campaign

The press campaign, promoting the airline's business class sale, will appear in the FT, Sunday Times and The Times, Telegraph and Sunday Telegraph from 6 September.

The execution features a graph of its sale prices, reflecting a shift in focus for the airline, which is seeking to target business travellers, rather than holidaymakers.

The agency secured the £11million business from the incumbents Euro RSCG in July, while MPG was appointed media business following a pitch against undisclosed agencies.