BMI recruits marketing head to lead brand reinvigoration

BMI Regional, the independent airline borne out of the £8m sale by British Airways owner IAG, has named Colin Lewis as its director of marketing.

BMI: appoints Colin Lewis as director of marketing
BMI: appoints Colin Lewis as director of marketing

Lewis has been appointed to the new role to head up the airline’s digital and marketing activity, as it seeks to boost awareness for its routes to 23 destinations across Europe.

Lewis, who was previously European marketing director at 118 118 Directory Enquiries and head of marketing at City Jet, will be responsible for building the brand’s digital capability and refreshing its product offering as the carrier launches new routes.

Frank Mertens, BMI Regional’s head of marketing, will keep his role with a new sales focus. He will report directly to Lewis.

The carrier was acquired 12 months ago by Sector Aviation Holdings, after IAG was forced to take on loss-making BMI’s subsidiary airlines as previous owner Lufthansa had failed to find alternative buyers. IAG subsequently grounded low-cost airline bmi baby.

Cathal O’Connell, chief executive of BMI Regional, said: "Colin’s digital capability and his hands-on expertise in building great brands to BMI Regional will be invaluable. We’re delighted to welcome him on board at BMI Regional."

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