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.

BMI...new press campaign
BMI...new 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.