Manchester Airport and bmibaby.com have joined forces to create a joint campaign promoting the launch of three new routes from the North West Airport, a campaign planned and bought by Manchester based MediaVest. Extending their list of destinations to include Madrid, Lisbon and Barcelona. bmibaby.com now fly to 14 European destinations from Manchester airport
An integrated radio strategy will lead activity as the duo sponsor Manchester’s Key 103 ‘Get Flirty @ 9.30’ breakfast show from 14th July. The airtime will include a competition give away, where listeners will be encouraged to go online and register for the chance to win return flights to one of the new destinations.
“This is a fun, integrated radio campaign on a station that has a strong brand correlation with bmibaby.com” said Gillean McLaren, Head of Radio at MediaVest. “The campaign also includes online and downloadable elements which will complement the on-air activity very nicely.”
Beth Gawthorpe, Brand Manager, bmibaby.com said: “We’re excited to see what the listeners of Key 103 think of our link up with Get flirty @9.30. For us this fun, quirky feature links well to our brand values of a fun and friendly airline and perfectly enables us to tell the listeners more about our exciting and romantic destinations of Barcelona, Lisbon and Madrid”.
Radio and online will also be supported by an outdoor presence, including activity around public transport.
“The campaign has been designed to increase awareness of the new routes, mainly in Manchester but across the North West and commuter hotspots are ideal,” added MediaVest’s Account and Associate Director, Rachel Tucker, “the ads have been tailored to appear on the eye-catching Piccadilly train station ‘highlight screen’, catching commuters travelling into and out of the city, supported by highly impactful bus mega-rears and tram coverage.”
“It’s great to see our list of destinations ever increasing, especially as two of these new routes were not previously catered for by Manchester Airport.” said Nadine Callan, Head of Airline Marketing at Manchester Airport, “The three way partnership has also proven very successful, fuelled by a strong strategic offering from MediaVest.”
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