Bmi website revamp woos business travellers

A Twentysix (London and Leeds) product story

Edited by the Marketingservicestalk editorial team Sep 5, 2007

Digital agency twentysix London has been awarded a brief to relaunch the bmi website to underpin the airline's renewed focus on the business traveller.

The September site relaunch 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.

Andrew Dufty, general manager marketing, bmi, commented: "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".

Paul Coffey, client services director, twentysix London, said: "We are thrilled to have worked with bmi on this project at this important time for them - 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".

This year has seen bmi refocus the business and brand back towards the business traveller in an effort to grow its share of the market; however, this will not be at the expense of leisure customers.

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

The refocus 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.

"The website relaunch represents a major step in redefining the brand - it's fast and efficient and mirrors bmi's renowned service punctuality and professionalism," added Coffey.

Twentysix London was appointed to work with bmi in 2006, and also produces bmi's online advertising and email campaigns.