The first stage in the programme has gone live with the launch of the new homepage, designed by digital agency Prospect in conjunction with bmi's in-house e-commerce team. The branding will work alongside M&C Saatchi's creative campaign for the airline.
The new homepage uses aerial shots of the London skyline taken from photo-sharing website Flickr, with the aim of evoking the sensation of looking out of a plane window.
The images will be refreshed every few weeks and will feature top bmi destinations. Plans are also underway to update the images to reflect the time of day and seasons, and for a global online competition to find the best skyline images for use on the site.
The rest of the site will be redesigned in time for the launch of the airline's winter timetable on 26 October.
Katherine Gershon, marketing director at bmi, said: 'A major part of our redesign programme was to make the navigation as clear and intuitive as possible so our customers could access the information they wanted in the fewest possible clicks. We also wanted to break away from traditional airline website design and recreate the feeling of flying on the website itself.'