14 January 2009

bmibaby gets air-time for discount travel with atmAd

bmibaby, the low cost airline, is to advertise its lowest ever prices on cash machine screens. The ATM campaign, which goes live on 21 January 2009, will be made possible through digital media pioneer atmAd, and will target people with the latest flight offers from East Midlands, Manchester, Birmingham and Cardiff Airport.

The dynamic digital advertisements will run in proximity to the airline's four UK airports and will appear across 850,000 individual one to one transactions.

We wanted to use an innovative medium that would engage with our target audience on a one to one level.  By using atmAd we can target people with the latest bmibaby flight offers whilst they are in a money frame of mind," said Julian Carr, commercial director, bmibaby

The campaign will also feature a 'book your cheap flight' reminder on 212,500 branded ATM receipts which will be distributed across the campaign period. The atmAd element is part of bmibaby's wider advertising campaign, which will also include press, outdoor, online, ITV weather sponsorship and PR activity.

"atmAd allows brands to create flexible and targeted campaign packs, maximising the opportunity to reach a specific target audience in a relevant location. By making use of our digital offering within specific regions, bmibaby will ensure they deliver a message which is moment and location relevant, to their target audience," said Richard Rowley, head of media sales, atmAd.