The appointment follows a competitive three-way pitch, not thought to have involved former incumbent BGB, which won the account just last year.
It is understood that travel specialists BGB inherited conflict issues from its acquisition by Four Communications. Four’s clients include Etihad Airways, the national airline of the United Arab Emirates. Four Communications could not be reached for comment.
Beth Cooper PR has been taken on to support the airline’s UK in-house PR team to position Qantas as the market leader for travel to Australia and New Zealand.
The agency will also manage a media relations campaign to differentiate Qantas’ products and services, and enhance the airline’s appeal to both leisure and business comfort travellers.
In addition, the team will proactively engage key stakeholder groups and airline partners, including the travel trade, corporate clients and the wider community.
Qantas regional general manager UK and Ireland, Paul Yankson, said: ‘Qantas has been servicing the route between Australia and London for more than 60 years and I’m confident that Beth Cooper and her team can inject their creativity and passion to further promote Qantas as the carrier of choice for travel to Australia and New Zealand, in this highly competitive leisure and corporate environment.’
Beth Cooper added: ‘Our extensive UK network, combined with our Aussie spirit, means we are absolutely the right agency to champion Qantas and all the brand stands for.’