The airline is attempting to generate greater consistency in below-the-line marketing through a range of media, including direct mail, online and responsive advertising. The appointment follows the hiring of sister agency Partners BDDH to oversee brand advertising earlier this year.
The agency will handle both leisure and business campaigns for bmi on a range of initiatives, including customer acquisition and promoting the airline's frequent flyer programme, Diamond Club. Bmi relationship marketing manager Tracey Gelder oversaw Partners Andrews Aldridge's appointment.
The agency's first work will be an e-mail and leaflet campaign linked to bmi's winter promotion, which offers discounted rates to a range of destinations.
Bmi is the UK's third largest scheduled airline behind British Airways and Virgin Atlantic and competes on transatlantic routes against the big two.
The company is run by Sir Michael Bishop, who oversaw the launch of budget airline bmibaby earlier this year.
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