INTERNATIONAL: Inchon Airport hands repositioning to B-M

INCHON CITY: Burson-Marsteller has been appointed by the Inchon International Airport Authority in South Korea on an account with fees of more than pounds 3 million - one of the biggest PR account wins ever in the Asia-Pacific region.

INCHON CITY: Burson-Marsteller has been appointed by the Inchon

International Airport Authority in South Korea on an account with fees

of more than pounds 3 million - one of the biggest PR account wins ever

in the Asia-Pacific region.



The agency was appointed after a four-way pitch against Hill and

Knowlton, Edelman and Fleishman-Hillard (PR Week, 8 October).



Initially the account carried a request for proposals (RFP) budget of

pounds 4 million. This is now under negotiation.



B-M acquired its former joint-venture partner in South Korea, Merit

Communications, in September. Merit/Burson-Marsteller representative

director Bryan Matthews said: ’It was the most comprehensive and complex

RFP we have ever received.’



B-M’s task will be to position the airport as a regional hub for

Northeast Asia, overshadowing Seoul’s Kimpo airport and competing with

Shanghai’s Pudong airport and Narita in Tokyo. It will aim to drive

interest among investors, franchisees and major airlines before the

launch of Terminal 1 early in 2001.



Several international airlines dropped unprofitable Korean routes during

the Asian recession, most of which have yet to resume services.



The PR-led consortium bid also included advertising agencies and airport

consultancies. B-M teamed up with advertising sister DY&R and Washington

DC-based GKMG - which will support the campaign with analysis.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.