Outdoor

Arif Durrani, mediaweek.co.uk, 09 January 2009, 10:55am

Bmi in year-long Heathrow outdoor campaign

LONDON - Bmi, the specialist business airline, is aiming to boost its profile at London Heathrow with the launch of a year-long outdoor advertising campaign this month.

Bmi: outdoor campaign to raise profile at Heathrow

A large JC Decaux ad hoarding on the roundabout into Terminals 1, 2 and 3 with the message "Welcome to Heathrow" now displays the accompanying text "The home of bmi."

The ad, created by M&C Saatchi and negotiated by MPG, is 3.8m high and will be a fixture at the entrance to the UK's biggest airport until 2010.

More than 100 million passengers and visitors are reported to see the sign each year, and MPG's chief executive Marc Mendoza hailed it as "the most noticeable site at the world's busiest airport".

Katherine Gershon, sales and marketing director of bmi, said: "London Heathrow has been the home of bmi for more than 40 years and this new sign symbolises our long-term presence."

Bmi operates more than 1,800 flights from London Heathrow every week to 47 destinations across the UK, Europe, the Middle East and Africa.

Earlier this week, internal figures published by the airline confirmed its best punctuality performance for more than five years, with more than 80% of flights departing within 15 minutes from Terminal 1.