bmi launches viral campaign with England Rugby
22 October 2009
- New marketing initiative from bmi sees the release of tongue-in-cheek viral adverts that can be seen online at www.youtube.com/user/rudbyvidz
- RFU favourites Phil Vickery, Riki Flutey and Lee Mears feature to celebrate bmi’s sponsorship of England Rugby
bmi, the better for business airline and the official airline sponsor of England Rugby, releases today a series of tongue-in-cheek virals using RFU players as part of their online marketing strategy. See the new virals online at www.youtube.com/user/rudbyvidz
With titles such as ‘Hooker’ and ‘Stud’, the virals see RFU favourites Phil Vickery, Riki Flutey and Lee Mears in a series of humorous positions with bmi cabin crew. The viral campaign prompts great brand positioning for bmi, maximising their presence on the web.
Already an innovative online brand, bmi re-launched its website www.flybmi.com in early 2009 and won a Travelmole award, being recognised for embracing user generated content and for its stylish design and savvy, downloadable destination guides. Most recently, in August bmi also launched a new internet booking engine reducing the steps required to make a booking, making the whole booking process simpler and quicker.
bmi signed the contract to be the official airline sponsor of the RFU in February 2009 and digital company London began creating the virals soon after at Twickenham Stadium, The Home of England Rugby.
With an extensive network of destinations and as Heathrow’s second largest airline, bmi will offer the team domestic and international travel support for their upcoming games.
The partnership includes support for all England’s international teams (including the senior squad, England Saxons, England U20s and U18s) and exclusive naming rights of Twickenham Stadium’s business debenture lounge which has been renamed the bmi Diamond Club.
Commenting on bmi’s marketing strategy online, Tamarah Khatib, bmi’s Head of Online, said: “We are really excited to be working with the RFU for these online initiatives. Viral promotions are great way to engage with social online networks and our customers in a humorous and engaging environment. Something simple like video content can really help generate brand awareness, loyalty and ultimately product sales. Using celebrities like the England Rugby players makes the medium even more powerful. This is a great opportunity for bmi to reach wider online channels.”
Commenting on its sponsorship deal, Katherine Gershon, Sales and Marketing Director of bmi said: “We are delighted to be the official airline of the England rugby team and feel they are a great brand fit for bmi, the second largest operator from Heathrow and a very British, business and leisure airline."
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