Bmi promotes its new Heathrow to Highlands route with PAA mail

Bmi is promoting its new route between Heathrow and the Scottish Highlands with a direct mail campaign by Partners Andrews Aldridge.

The direct mail pack explains how easy it now is to get to the remote Highlands. The mailing comprises a cardboard packet with a window in it that displays the contents - a pack of shortbread biscuits in a tartan wrapper. Above the window is the line: "Experiencing the Highlands is now this easy."

Once recipients open the tube to get to their biscuits, they will also discover a booklet explaining that the airline will operate five flights a day between Heathrow and Aberdeen and Inverness.

It also provides information about the two regions and their business and tourism attractions, as well as explaining how, even though there are low-price deals available, passengers will still be assigned a seat at check-in.

The pack will be mailed to potential leisure travellers at the end of the month.

The campaign was written by Liam Donnelly and art directed by Phil Holbrook, one of this year's Campaign Faces to Watch teams.

Steve Aldridge, the creative partner at Partners Andrews Aldridge, said: "A new route is always exciting for airlines and is an enormous creative challenge for us. You need to make sure you engage the target audience by giving them a reason to fly the new route. The work is witty and insightful - it should put a smile on your face."

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