Mere Communication has been appointed by bmi british midland to
handle the launch of two trans-Atlantic routes serving Washington DC and
Chicago from Manchester.
The appointment follows a four-way pitch, and will run for the six-month
duration of the launch, with flights scheduled to commence in May this
Sarah Perrins will lead the brief for Mere as account director,
alongside MD Tony Tighe.
They will report to bmi british midland's Manchester product manager,
The routes will be the first to operate to the American capital from
Manchester, and the additions to the timetable follow market research
carried out in the north-west by bmi.
Mere will look to implement an intensive media campaign exclusively in
the region surrounding and connected to Manchester, with the aim of
driving sales for the service.
bmi currently retains Countrywide Porter Novelli in Scotland and BSMG
for the rest of the UK on a corporate, consumer, and PA brief.
Neither relationship is affected by the latest appointment.
The bmi british midland title was created as part of a widescale group
rebranding earlier this year, and the company's fresh focus has been
reinforced with a TV advertising campaign built around the slogan 'Civil
The firm's latest livery has been emblazoned across the
Manchester-transAtlantic fleet, and will extend across the brand in the
next 18 months.