IM London. Experts in airline marketing, branding
and service design

Etihad Airways

Etihad Airways Case study

IM London planned and managed the airline’s repositioning, branding and the redesign of all inflight services.

The challenge

When the new CEO first arrived at Etihad Airways, his vision for change and growth called for a repositioning and re-launch of the airline, backed by a complete overhaul of product quality and service philosophy. IM London was called in to offer strategic consultancy, plan, drive and manage the overhaul of the brand and services over a 3 year period.

Our work

  • Vision and Values for the company
  • Interpretation of various strands of research
  • New brand strategy
  • Brand Guidelines
  • Internal engagement – including workshops and communications
  • Project management of new product and service delivery (inflight and ground)
  • Strategic Consultancy
  • Service design and alignment with brand
  • New product/service implementation
  • Launch


BMI Case study

IM London managed the airline rebrand and delivered branded communications over 7 years.

The challenge

When bmi went from being a short haul carrier to a long haul airline, it needed to reposition, rebrand and gear up to deliver wide-body long haul service for the first time.

IM London was asked to chair the Steering Group at board level to bring together and drive brand strategy, new identity, product development, new service standards, inflight, operations and catering to deliver the transformation – over a 2 year frame.

Our work

  • New brand strategy
  • Overview of all available research
  • Brand Guidelines
  • Management and leadership of work groups to deliver
  • Design of inflight product in line with new branding (interiors/catering)
  • Design of inflight service approach and detail
  • Development and implementation of the above
  • Internal workshops to embed the new brand
  • Brand launch

Gulf Air

Gulf Air Case study

IM London providing strategic consultancy to help realign the airline brand with long term business goals.

The challenge

Following a change in management and the introduction of a new business strategy, IM London was called in to help with strategic planning and the delivery of the airline’s new branded services.

Our work

  • Competitor review
  • Marketing overview
  • New marketing and new brand strategy
  • Alignment of branding
  • Project management of brand implementation
  • Launch

Cathay Pacific

Cathay Pacific Case study

IM London is rolling out Cathay Pacific’s branding across the Region.

The challenge

IM London provides communications and support across marketing and sales, targeting both trade and consumer, including the launch of the airline’s new routes.

With attention to detail, tight adherence to guidelines and fast turnaround as key requirements, a dedicated senior designer was assigned as team leader along with artworkers with in depth knowledge of the brand.

Our work

  • Commercial brochures
  • Digital advertising
  • Press advertising
  • Merchandise and events material
  • Premium branded corporate gifts

Two of the team

Caroline Beecher

Senior marketeer and brand strategist specialising in airlines and hospitality.

Liz Whiu

Corporate strategist, marketer and revenue management expert.

Airline marketing you can believe in.

We’ve been working with airlines for over 20 years. Our expereince includes Cathay Pacific, Etihad Airways, Qantas, Gulf Air, bmi, and Air New Zealand.

Please give us a call on 020 7637 2614 or email us at