bmi: Trends

bmi is one of the biggest British airlines for business travel in the UK, but rather unknown in Belgium.  To advertise their international business flights to remote destinations we created an ad campaign in Trends/Tendances (a business magazine).  We spoofed the Dutch and French cover of Trends on the backcover and changed all the text to Russian: “Fly bmi: International business has never been so nearby”.  Inside the magazine there was an extra ad with further information about bmi’s internationl flights.

Business travellers are our main target audience, so at Brussels Airport we flipped the magazines in the various shops, so the spoofed cover would be clearly visible on the newsstand.