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Flightmapping > News > Feb 04 > bmibaby enter London market

bmibaby, the award winning airline with tiny fares, today announced a major step in its expansion, with the launch of services from London's Gatwick airport.

From 30 April, the airline will launch daily services to Prague and Cork from Gatwick, adding to the eight UK and 17 other European cities it currently serves.  The airline will be the only low-cost operator on either route. Seats go on sale at 10.00 on Friday 13 February 2004, with one-way internet fares to Prague and Cork starting at just £23.99 one-way. Both fares include taxes and charges when booked online at www.bmibaby.com .

The new services will be the first foray into the South East for bmibaby, which carried three million passengers in 2003 and which celebrates its second birthday in March 2004.  January saw its highest-ever booking levels with almost half a million seats sold during the month.

The airline also announced another first today - with the launch of SkySeats, the first on-line seat selection service to be offered by a low-cost airline in the UK.  Passengers on any bmibaby flight will be able to pre-select their seat choice through the unique on-line service.

Tony Davis, bmibaby's managing director, said:
"We've built a strong set of bases across the UK over the last two years, already cementing our position as one of the big three low-cost carriers, but with this announcement, we're going truly national. 

"As the quality low-cost airline, we believe London Gatwick offers the right catchment profile for our South East base.  Importantly, it also offers capacity for growth in the future.
"From April, 80 per cent of the UK population will be within driving distance of a bmibaby airport.  This baby's still got a lot of growing to do!"

bmibaby will now serve Prague from all five of its main UK bases (Nottingham East Midlands, Manchester, Cardiff, Teesside and London Gatwick).  Cork will be served from Nottingham East Midlands, Manchester, Cardiff and London Gatwick.

Austin Reid, CEO of the bmi group said:
"This marks the latest example of our increasingly successful segmentation strategy, in which our three main operating units - bmi, bmi regional and bmibaby - offer services to meet the needs of specific, targeted customer segments, around the UK and internationally.  bmibaby's services from London Gatwick mean we will be able to meet the needs of travellers who want low-cost, no frills travel from a major airport in the South East to popular destinations - in a way that complements  our existing operation at Heathrow.

"bmibaby's development in the South East will be as an enhancement to, rather than a competitor to, our bmi business.  We've seen - and learnt from - the mistakes that other airlines have made in the past. We are very aware of the issues of competing within the same business."

.bmibaby launches its first a major London advertising campaign on Monday 16 February, with 48-sheet poster sites on London Underground lines.

Tony Davis added:
"The launch of London Gatwick services will give a major boost to our national brand awareness and profile."

Flightmapping comment:

At the same time, easyJet also announce flights from London Gatwick to Prague.

 

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