BMIbaby, the low cost airline, is to advertise its lowest ever prices on cash machine screens and receipts. The ATM campaign goes live on 21 January 2009 via i-design’s market leading self-service advertising solution, atmAd. It 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 over a ten day period.
“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 dispensed during 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.
“bmi baby is one of a growing number of airlines experiencing the benefit of being able to reach a wider target audience through atmAd’s unique ability to deliver campaigns simultaneously across multiple networks,” commented Ana Stewart, CEO of i-design.
“atmAd offers a unique media platform that delivers incredible flexibility for advertisers and self-service network owners, enabling them to deploy to clusters of ATMs at specific locations and times. This ensures maximum personal engagement with a strong ROI. atmAd not only enhances consumer experience but delivers real value in financially challenging times,” she concluded.