Bmi in England rugby viral push
Thursday, 23 Oct, 2009
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A series of tongue-in-cheek virals using leading rugby players have been created by Bmi as part of the airline’ online marketing strategy.
With titles such as ‘Hooker’ and ‘Stud’, the virals at www.youtube.com/user/rudbyvidz see RFU favourites Phil Vickery, Riki Flutey and Lee Mears with Bmi cabin crew.
The carrier re-launched its website www.flybmi.com in early 2009 and won a Travelmole award, being recognised for embracing user generated content and for its stylish design and savvy, downloadable destination guides.
In August a new internet booking engine was introduced, reducing the steps required to make a booking.
Bmi signed the contract to be the official airline sponsor of the RFU in February and digital company London began creating the virals soon after at Twickenham.
The airline will offer the team domestic and international travel support for their upcoming games.
The partnership includes support for all England’s international teams (including the senior squad, England Saxons, England U20s and U18s) and exclusive naming rights of Twickenham Stadium’s business debenture lounge which has been renamed the Bmi Diamond Club.
Head of online Tamarah Khatib said: “Viral promotions are great way to engage with social online networks and our customers in a humorous and engaging environment.
“Something simple like video content can really help generate brand awareness, loyalty and ultimately product sales.
“Using celebrities like the England Rugby players makes the medium even more powerful. This is a great opportunity for bmi to reach wider online channels.”
by Phil Davies
Phil Davies
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