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Agency: twentysix London

Client: bmi

The UK’s second largest airline, bmi, has re-launched it website - - to underpin the airline's renewed focus on the business traveller.

The September site re-launch sees a fresh, reliable and customer-service oriented experience catering for the business traveller, with more business-led content and information and a usability overhaul.

General manager marketing, bmi, Andrew Dufty, said, "Our website is an integral part of our service offering, and we want to make the online booking process as simple and enjoyable as possible, and give our customers all the information they need at their fingertips."

2007 has seen bmi re-focus their business and brand back towards the business purpose traveller in an effort to grow their share of the market; however, this will not be at the expense of the leisure customer.

As part of their new 'Every day low fares' pricing policy, bmi will be offering leisure customers even more seats at the lowest fare levels.

The re-focus has resulted in changes being implemented at all levels of the business, and a new advertising campaign was launched in April to support the brand re-positioning.

Client services director, twentysix London, Paul Coffey, added, "We've created a highly accessible site incorporating best-practice within the travel sector, and which will ultimately drive online bookings and encourage bmi's customers to spend more time online with the brand.

“The overall customer experience has been greatly improved by restructuring the navigation, streamlining key online processes and updating the look and feel to capture the spirit of bmi today."

He concluded, "The website re-launch represents a major step in redefining the brand. It's fast and efficient and mirrors bmi's renowned service punctuality and professionalism.”

twentysix London were appointed to work with bmi in 2006, and also produce bmi's online advertising and email campaigns.

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