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ADVERTISING CAMPAIGNS

Bmi ‘No view’

Agency:  Euro RSCG

Client: bmi

Bmi has launched a new television advertising campaign focusing on the business traveller.

Developed by Euro RSCG London with the media planned by PHD, the campaign was shot in Prague and centres on the realities of business travel and their lack of quality time when away on business.

‘No View’ tells the story of a businessman visiting Egypt, America, Jordan and Russia, where he stays in anonymous hotel rooms with no opportunity to enjoy local hospitality or significant scenery. During the advert we also see him speaking on the phone to loved ones who are oblivious to his lonely existence.

The final scene closes with an in-flight scene and the tagline, “Enjoy some mi time with bmi”.

The new campaign aims to takes the concept of ‘bmi time’ a step further following its introduction last year.

The TV campaign will launch with 20 and 30 second versions of the advert, which will run nationally on ITV1, Channel Four and Channel Five during the first two weeks of June and on digital multi channels throughout the month.

bmi director of marketing, Andrew Dufty, said, “Business travel is at the heart of bmi’s values and the new advertising campaign demonstrates our commitment to those who spend time working away from home.

“Anyone who travels on business can really relate to the lack of glamour that the protagonist experiences in this advert and bmi works hard to make travelling as relaxing and comfortable as possible. “

Creative Director of Euro RSCG London, Olly Caporn, added, “Business travel is thought to be glamorous, but the joke is most of your trip is often spent in a business park overlooking a motorway.

"This ad uses that truth to talk about the increased number of destinations bmi now fly to as well as the relief and comfort of the journey home”.

AJR
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