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bmi baby and germanwings consider alliance

The UK no-frills airline, bmi baby is reported to be considering a marketing alliance with the German low-cost carrier germanwings. A deal would allow each airline to promote each others services, increasing sales distribution and marketing reach for both partners.

This is not the first agreement of its kind. Early in 2004, a far-reaching deal was struck by Air Berlin with the new Austrian airline Niki.

Soon afterwards, bmi baby confirmed a limited marketing alliance with Air Wales, and the Italian budget airline, Volare Web began selling Hapag Lloyd Express flights from its own website.

Both HLX and Volare Web are now similarly linked to Air Polonia in Poland.

The increasingly popular move by smaller European budget airlines to seek out marketing partnerships is seen by analysts as a defence against competition from the larger, more predatory low cost carriers.

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