Mere chosen to launch bmi routes

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,

Stephanie Barker.

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.

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