Though well known in the UK, BMI was an unfamiliar name for American passengers. We needed to increase awareness of BMI's key routes to Europe, Central Asia, Africa and Middle East. Based on their existing US gateways, destinations, flight schedules and codeshare agreements, we worked closely with BMI to ascertain the target ethnic communities and origin cities. ObjectDC managed several branding and fare sale campaigns in the following markets: Arab, Armenian, Ethiopian, Iranian and Russian. A robust two-tier plan targeting the VFR (Visiting Friends & Relatives) and business travelers was executed utilizing traditional print, online media and BTL activities. BMI's brand awareness expanded, raising sales to their global destinations.