Meet Tamarah Khatib, bmi

Tamarah Khatib is head of online for bmi

Tamarah Khatib, head of online, bmi
Tamarah Khatib, head of online, bmi


Which brands are you responsible for?
Bmi (

What are your main priorities over the next 12 months?
Keeping up to date with industry and emerging trends and using these within customer experience initiatives is key for 2010. The use of video content (especially on mobile) and augmented reality are the buzzwords for aviation in 2010.

Agencies used?
MPG/Media Contacts for media, Prospect for design and a mix of agencies for our digital creative.

With online becoming the entry point for many travellers, how has your business adapted to this?
Bmi has invested significantly in online over the past year and this is reflected in its budget percentage and the overall media mix. The prominence of micro-blogging and content feeds is an opportunity to be inventive with gaining new customers and being part of their customer experience. We have also focused on integrating the experience of the bmi product, through video content, destinations guides or user-generated content.

Do you think cheap, no-frills aviation has a long-term future?

Bmi will continue to compete against cheap, no-frills aviation, but we hope our product stands alone. The low-cost market is polarised and although there is a demand for the no-frills approach, people are becoming increasingly irritated by the elimination of services within their fare and the hidden costs sometimes associated with this.

What has been your most enjoyable campaign to date?

Our current campaign with the Rugby Football Union, on which MPG and Havas Sports have a sponsorship deal with the RFU and produced a series of viral videos, including filming at Twickenham with the England team, which was hilarious.

If you could get one message out to media owners and agencies, what would it be?

Integration. Integration. Integration.

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