About bmibaby
bmibaby was launched in 2002 and is one of the major airlines operating from the Midlands and Wales. The airline prides itself on its service and punctuality, and has consistently been voted “best low-cost airline” by readers of the Daily Telegraph and more recently voted the “best airline for groups” at the Group Leisure Awards, again voted for by the readers of Group Leisure Magazine.
bmibaby operates 450 services per week to over 30 European destinations and operates from East Midlands, Birmingham, Manchester and Cardiff Airports
bmibaby increased it’s passenger numbers from East Midlands Airport 40% in 2010. 2011 will see the introduction of Ibiza as a new destination as well as the opening of the route between Stansted and Belfast
bmibaby continually invests in marketing the airline and sponsors the weather broadcasts on the ITV1 regions Central, Granada, Wales, UTV and Border. It also sponsors Cardiff’s Winter Wonderland and the Elite Ice Hockey League in the UK
bmibaby passengers
bmibaby specialises in carrying UK leisure and business passengers to popular and unique destinations in Europe with a high quality of service. The airline might be low cost but our passengers are far from low cost, and have a higher than average income of other airline passengers.
l The purpose of travel for BMI Baby passengers in 2010 was:
• Mediterranean Routes was 1,165,000
• City Routes (UK & Europe) 1,154,000
• Domestic business (UK & Europe) 1,751,000
l 98.4% of our passengers reside in the UK, putting your brand/advertising message in-front of your target location without wastage
l Your advert will target two key groups. Leisure travellers, for example couples and families, who appreciates the exciting range of vacation destinations BMI Baby cover. And business-people who appreciates BMI Baby’s easy access to European capitals and business centres. For both audiences, advertising in the magazine puts your message in front of the key decision-makers whilst they are in a captive environment; generating more engagement with your advertising campaign.
• 74% of our passengers are ABC1 putting your advertising campaign before an affluent audience
• bmibaby passengers earn well above the national average and has a high disposable income. You will be targeting an audience that has spending power and more importantly, is currently spending money
• 65% of bmibaby passengers are influenced by the inflight magazine and say that it encourages them to visit new destinations as well as places of interest in the destinations that they are flying to.
• bmibaby passengers are brand-loyal with 90% saying that they would use the airline again and trust any brands advertising within the inflight magazine due to the association with bmibaby airlines
yeahbaby magazine
Distributed in every seat-back, the magazine is a complimentary addition to our passenger’s flight experience. Offering informative and inspirational editorial content focusing on key destinations and activities, as well as including the Duty-Free products available, the magazine engages the reader from the very first page to the last.
• yeahbaby is the only form of entertainment on board bmibaby flights offering our passengers a light-hearted and easy-to-read source of amusement and information to pass the time on their journey
l An average of 37 minutes is spent reading yeahbaby. This is higher than the national average for time spent reading a national newspaper or UK magazine
• yeahbaby reaches an audience of over 1,020,000 passengers over a 3 month period
• yeahbaby provides a premium environment in which to communicate your marketing message. You cannot reach a captive audience more cost-effectively ensuring a great return on your investment
• yeahbaby is published quarterly, ensuring maximum exposure to a greater number of passengers for every advertisement placed.
• “Take me Home” is clearly visible on the front cover, ensuring that our passengers have the opportunity to take their complimentary copy away with them giving your advertising message a longer shelf life to an audience that is interested in your product or services. The magazine is then replenished at the end of every flight
yeahbaby is the sole promotional platform for bmibaby duty-free products and competitions, so passengers have to peruse the magazine to purchase gifts on board or to enter bmibaby competitions, ensuring that traffic is driven to your advertising campaign
• Your adverting is guaranteed to reach a captive audience offering you the opportunity of strong product recall and raised awareness of your brands, no other advertising platform can offer you a stronger guarantee.
yeahbaby Advertising Options
Contact
Stuart Wass - Publisher
tel: +44 (0) 207 613 8763
fax: +44 (0) 845 280 9898
stuart.wass@ink-global.com
Ink, 141-143 Shoreditch High Street,
London E1 6JE
www.ink-global.com
January 2012