CorpComms Magazine

International airline Bmi is set to relaunch under its former company name, British Midlands International. The move is intended to make the company more identifiable to overseas consumers.

Chief executive, Wolfgang Prock-Schauer, argued that Middle Eastern passengers did not know what Bmi stood for and suggested that highlighting the British association in advertising would emphasise quality.

After record losses in 2008 and a difficult 2009, the airline, which was bought in 2008 by German carrier Lufthansa, is also looking to downsize. Prock-Schauer has confirmed 800 planned redundancies in a bid to save £100 million a year. The company is also looking to cut a quarter of its capacity, having recently shed its business class facilities on domestic flights.

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