BMI British midland. (New Media Choice).(Brief Article)

Project director (new media) at Dragon Site: flybmi.co.uk

The travel industry is without a doubt one of the most enthusiastic adopters of the internet with more and more firms relying on the web as the prime point of contact for customers. EasyJet, for instance, now sells around 90% of seats online.

The bmi site is undoubtedly driven by its rebranding earlier this year. But while the corporate style makes a dynamic aircraft livery, on the company's new web site, it's almost dull. It was even tough to find a visual link to air travel - I could have easily been booking a bus ticket.

The functionality is both simple and useful, however - particularly …