Aer Lingus targets high fliers with Brighter PR

State-owned Irish airline Aer Lingus has chosen Brighter PR to build its brand and promote its routes in a bid to reposition itself to appeal to corporate customers.

State-owned Irish airline Aer Lingus has chosen Brighter PR to

build its brand and promote its routes in a bid to reposition itself to

appeal to corporate customers.



Brighter won the account following a five-way competitive pitch which

included Band and Brown Communications and Fishburn Hedges.



It is the first time the airline has used external PR help for over

three years. According to Richard Lucente, executive vice-president for

Europe, the airline cut back on PR spend when it faced financial

problems in the early 1990s, but following pre-tax profits of pounds 40

million in 1996, has decided to reinvest in external PR and a new

advertising campaign.



Brighter, which is part of the Ansdell Group, will focus on supporting

the new advertising campaign launched through Abbott Mead Vickers BBDO

two weeks ago.



The ads feature Irish celebrities associated with modern Ireland, such

as singer Shane McGowan and model Pamela Branagan, who are perceived as

cosmopolitan and successful.



Brighter will also act as press office for Aer Lingus in the UK, and

will target the consumer, business and trade press for the repositioning

campaign. Lucente said Aer Lingus wanted to expand its appeal beyond the

leisure market to attract more business travellers.



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