Agency: The Grand Union | Authors: 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...