Totally agree with MMEman and Onion-I think what is at the heart of the MME-LHR problem is the following:
timings-need to a) stay consistent to help build up frequent passengers using the service as there is no doubt there IS the demand out there b) be attractive to both business and transfer pax. (shouldn't be too hard to work more closely with Star Alliance partners and maybe use pax stats to see what are the most popular transfer routes i.e VS to JFK or wherever
equipment-its been touched on but sadly are the days of a domestic non lo-co A320/b737 operation behind us? Would there be anything wrong in bmi shuffling a few embraers about so that they served the more 'light' domestic routes as has been played with from MME and LBA. Then the 48 pax that Uklad travelled with goes from a 25% load factor to near 100% and the A320s can work the more denser routes.
advertising-still pitiful really. yes the Tynes Tees ads are a plus but NO mention of the fact its the MME-LHR route theyre advertising!!
I think what the one thing that is needed here is CONSISTENCY....sadly something bmi seem incapable of across their business.