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Topics include: Direct to consumer / E-commerce / Data & privacy / Martech

bmibaby gets a makeover for new CBJWT campaign

Tiny, the face of bmibaby in the low cost airline's adverts, has been given a makeover by CheethamBell JWT as part of a new brand campaign.

Previously appearing as a 2D character in bmibaby's ads, Tiny has now been fleshed out into three dimensions and given the ability to speak. He will be seen on TV, in press, on posters and online throughout 2009 encouraging Britons to travel more.

CBJWT was appointed to the airline's ad account in October last year - with its budget estimated to be worth over £5m. The Manchester agency's first campaign since its appointment, featuring Tiny, has now gone live.

Julian Carr, commercial director at bmibaby, said: “We’ve been using Tiny as our spokesbaby since we launched the airline in 2002. However there are a lot more airlines out there now and we need to make sure we stand out from the crowds.

"By refreshing Tiny we can make people notice us even more. Our new three-dimensional Tiny is going to put the fun back into flying and inspire people to getaway.”

David Bell, chief executive officer at CBJWT, added: “Of all the low cost airlines, bmibaby is the only brand with the potential to have a really engaging personality. We’re putting Tiny and his witty charm at the centre of this new campaign which is designed to encourage people to fly more and see more.”

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