British Midland still to find new name

British Midland Airways is still mulling over what to call itself just three months before it is due to start a new programme of flights to the US.

British Midland Airways is still mulling over what to call itself just three months before it is due to start a new programme of flights to the US.

The airline said it would rebrand itself when it gained permission to fly to the US, and hired branding consultancy Landor Associates for the job.

This is hoped to be completed by February, ready for its initial flights to Washington from Manchester in April.

So far, names such as Bluebird and British Blue have been rejected. Advertising agency Bartle Bogle Hegarty handles the airline's advertising in the UK.

In October the airline said it was considering suing the UK government for its failure to deliver an agreement with the US that would ensure the carrier could meet plans to offer transatlantic services. Under the existing treaty, only four carriers a re allowed to fly to the US from Heathrow.



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