Bmi dishes out direct brief to Lida

Airline Bmi has strengthened its relationship with M&C Saatchi Group by handing its direct marketing activity to Lida without a pitch.
The agency, which will work on a project basis, is working on the Diamond Club loyalty programme for the Bmi American Express credit card, issued by MBNA.
Targeting frequent flyers, activity will include direct mail, emails and online banners.
M&C Saatchi Group handles the airline’s advertising account. In the past, Partners Andrews Aldridge has also worked on Diamond Club Service, as well as a number of smaller agencies.
Juliet Hutchin, head of loyalty at Bmi, said: “Lida has proven to be a great fit with Bmi. They quickly grasped our key message and have presented simple, effective creative in response. We are looking forward to working with them in future.”
Lida chief executive Mel Cruickshank commented: “It’s great to be starting to work alongside such a prestigious brand as bmi. We have extensive experience in the travel sector, which we’ll be putting into practice on upcoming Bmi campaigns.”

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