CAMPAIGNS: Launch PR - Mere boosts bmi Chicago route launch

Client: bmi british midland

PR Team: Mere Communication

Campaign: Launch of scheduled route to Chicago

Timescale: June

Budget: Less than pounds 10,000



Airline bmi british midland hired Mere Communications for the launch of

its Manchester to Chicago service.



Objectives



To raise awareness of the new service to travellers in the

north-west.



To stage a high-profile event to commemorate the flight and boost

demand.



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

route.



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

flight.



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

papers.



Results



All economy class seats for the next two months are fully booked. 1,000

passengers travelled during the first four days of the route.



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