Bmi recruits ahead of transatlantic launch

Bmi has added a trio of senior marketers after repositioning the airline toward attracting more business travellers, ahead of its launch into the transatlantic market next March.

The brand has appointed Lisa Meredith, formerly communications manager at NatWest mortgages, as marketing manager of the airline's consumer leisure division, while former Hotpoint marketing communications manager Nancy Lloyd has joined as marketing manager, and will focus on business travel.

Emily Walton, formerly with Radisson Edwardian Hotels in sales and marketing, will also join as marketing manager of trade and corporate communications.

This week the brand returned to TV for the first time in six years with a campaign through Euro RSCG London targeting business travellers (Marketing, 11 April).

In February, bmi bought BMED, the former British Airways franchise partner, for £30m to accelerate its strategy of expansion into medium-haul markets.

It intends to complete the integration of the airlines in time for the winter flying programme. It has entered consultation around redundancy of BMED head-office staff, which may include senior marketing roles.

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