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bmi launches viral campaign with England Rugby

02 November 2009

  • New marketing initiative from bmi sees the release of tongue-in-cheek viral adverts that can be viewed online in the Fanzone section of
  • RFU favourites Phil Vickery, Riki Flutey and Lee Mears feature to celebrate bmi’s sponsorship of England Rugby
Phil Vickery (left) and Lee Mears (centre) and Andrew Sheridan pack dow during training

Photo: Getty Images

bmi, the better for business airline and the Official Airline of England Rugby, releases today a series of tongue-in-cheek virals using England players as part of their online marketing strategy. See the new virals online in the Fanzone section of

With titles such as ‘Hooker’ and ‘Stud’, the virals see RFU favourites Phil Vickery, Riki Flutey and Lee Mears in a series of humorous positions with bmi cabin crew.

bmi signed the contract to be the official airline sponsor of the RFU in February 2009 and digital company London began creating the virals soon after at Twickenham Stadium, The Home of England Rugby.

Commenting on its sponsorship deal, Katherine Gershon, Sales and Marketing Director of bmi said:  “We are delighted to be the Official Airline of the England Rugby team and feel they are a great brand fit for bmi, the second largest operator from Heathrow and a very British, business and leisure airline. “

With an extensive network of destinations and as Heathrow’s second largest airline, bmi will offer the team domestic and international travel support for their upcoming games.

The partnership includes support for all England’s international teams (including the senior squad, England Saxons, England U20s and U18s) and exclusive naming rights of Twickenham Stadium’s business debenture lounge which has been renamed the bmi Diamond Club.

Already an innovative online brand, bmi re-launched their website in early 2009 and won a Travelmole award, for embracing user generated content and for its stylish design and savvy, downloadable destination guides. Most recently, in August bmi also launched a new internet booking engine reducing the steps required to make a booking, making the process simpler and quicker.