bmibaby.com - How a web site helped take one low-cost carrier to number two spot in the UK inside three years

Rob Forshaw

A case study describing the role of a new website in helping bmibaby, a low-cost subsidiary of the airline British Midland, secure number two slot in the competitive low-cost air travel market.
Agency: The Grand UnionAuthors: Rob Forshaw

bmibaby.com - How a Web Site Helped Take one Low-Cost Carrier to Number Two Spot in the UK Inside Three Years

1.0 INTRODUCTION

bmibaby, the low-cost subsidiary of British Midland, was established in March 2002. Since its launch just over three years ago the brand has risen to become the UK's second largest low-cost airline1, behind Easyjet. This paper will demonstrate the importance of the web site bmibaby.com, re-launched in June 2004, in helping to build this successful new brand. In particular, how it managed to achieve this success...

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