No-frills airline bmibaby is launching a partnership with the NEC in Birmingham which will see the airline's branding on eight of the ten on-site buses.
That comes as Midlandsbased parent company bmi - formerly British Midland Airways - revealed it is to start a trial which could lead to it becoming the first UK carrier to allow mobile phones to be used on flights.
The buses, which transport four million people to and from the exhibition halls every year, will be branded for 12 months.
The first bus will be out and about this week.
Helen Smith, bmibaby's advertising manager, said: "Not only do millions of people use and benefit from the buses every year, but as the NEC caters for such a wide audience with a range of events, we're reaching everyone from clothes show visitors to concert goers.
"The branding on the buses really brings bmibaby brand to life and we're sure that it will be talked about by passengers using the services."
James Bowles, media sales executive at the NEC, added, "We are delighted to be working in partnership with bmibaby.
"The NEC and its arena attract visitors and exhibitors from all across the UK and overseas, making it an ideal location for bmibaby to market their services to a diverse audience".
Bmibaby serves 13 European destinations from Birmingham international airport to Alicante, Amsterdam, Belfast (International), Bordeaux, Cork, Edinburgh, Knock, Malaga, Murcia, Newquay, Nice, Palma and Prague.
Parent company bmi - based at Castle Donington, near Nottingham East Midlands airport - has confirmed plans to launch a trial which could lead to it being the first company to allow mobile phones to be used on flights.
Bmi will start the trial on an Airbus A320 late next year.
The target market for bmi, which does not fly to Birmingham, will be mainly business travellers flying out of Heathrow airport to UK destinations such as Manchester, Glasgow, Edinburgh and Belfast, and to European destinations such as Amsterdam, Paris, Brussels and Dublin.
Bmi chief executive Nigel Turner said: "Our research tells us that our premium passengers have two key concerns.
"These are getting quickly through the airport and the ability to be able to carry on working during their journey."
He went on: "This trial will guide us on usage patterns and some of the social issues in using mobile phones on aircraft.
"It will also help us to confirm the business case for rolling the service out across the remainder of the fleet.
"Initially we would hope to install the equipment in our short to medium-haul Airbus aircraft."
To introduce the use of inflight mobiles, bmi has signed a deal with OnAir, a joint venture involving planemakers Airbus, information company Sita and US software company Tenzing which pioneered in-flight e-mail.