Partners BDDH has won the launch advertising task for bmibaby, the
low-cost off-shoot of bmi british midland.
Media on the business worth an estimated £5 million, will be
handled by PHD.
The budget bmibaby brand is the first UK airline to launch for more than
two years. It is a highly competitive market and bmibaby must take on
the likes of established competitors such as Go, easyJet and Buzz.
The news does not affect Bartle Bogle Hegarty, which has handled the
£10 million bmi british midland account since snatching it from
Faulds Advertising in 1999. Gwyn Jones, BBH's managing director, said:
"We were informed that it was going ahead. It was their intention from
the outset to keep the airlines separate, in keeping with the precedent
set in the industry."
The budget airlines have enjoyed booming passenger numbers in comparison
with premium airlines, such as British Airways, which have suffered a
decline, particularly since 11 September.
Bmibaby will operate alongside the parent brand, bmi british
It will fly to European destinations including Barcelona, Nice, Palma,
Malaga, Faro and Alicante. Fares on the fleet of Boeing 737-300 aircraft
will be competitively priced, starting from £25 each way.
The airline's brand identity and livery, created by Landor, will be
unveiled next week. The services will commence a week before the Easter
bank holiday on 23 March.
Neil Christie, the marketing director of Partners BDDH, commented: "We
are delighted to be able to announce the arrival of a bonny, bouncing
new client. I've always wanted to be able to say, 'Let's get this baby
off the ground'."