Aberdeen-based bmi Regional has appointed M&C Saatchi to lead its first marketing campaign since it became an independent company earlier this year.

The new advertising campaign, set to launch later this month, is expected to feature the strapline strapline ‘Streamlined for business’.

Meanwhile a new website will be fully operational in October, according to reports

Frank Mertens, bmi Regional’s marketing manager, said it was “vital” that bmi Regional partners with companies “who understand our business and what we are
trying to achieve in terms of bringing back some of the core values to air travel that have perhaps been eroded.”

He went on to add that M&C Saatchi’s ideas encapsulated what bmi Regional is about.

bmi Regional separated from the bmi brand after being acquired by BA parent IAG Group for £8m in May.