Client: bmi british midland
PR Team: Mere Communication
Campaign: Launch of scheduled route to Chicago
Budget: Less than pounds 10,000
Airline bmi british midland hired Mere Communications for the launch of
its Manchester to Chicago service.
To raise awareness of the new service to travellers in the
To stage a high-profile event to commemorate the flight and boost
Strategy and Plan
Mere identified the opportunity for bmi to join forces with hit musical
Chicago - which opens in Manchester in September - and a cross-marketing
strategy was agreed.
Launch releases and photos were issued to key news, picture and travel
contacts in the north-west.
Competitions, placed in all key regional daily and weekly newspapers
prior to launch, offered readers the chance to win flights on the
A photocall was held at Manchester Airport at the departure of the
inaugural flight. John Altman (Nick Cotton from Eastenders), who is to
play the male lead in the touring production, posed with showgirls from
hit musical Chicago. Photos with the Lord Mayor of Manchester, CEO of
the airport and key bmi personnel were taken for regional business
publications and lifestyle magazines.
Check-in desks and executive lounges were decorated with bunting,
balloons and flags and a jazz band entertained passengers.
Chicago cast members welcomed passengers aboard the inaugural
In addition, bmi leaflets are supplied with all Chicago tickets.
Measurement and Evaluation
Substantial national and regional coverage was generated. Articles
appeared in all regional newspapers, business publications and lifestyle
magazines. Competitions appeared in all major regional daily and weekly
All economy class seats for the next two months are fully booked. 1,000
passengers travelled during the first four days of the route.