Saltmarsh won the account after a five-way competitive pitch. PRWeek understands that incumbent Consolidated PR was asked not to pitch.
Consolidated won the Air France account in September 2009 after working with its joint-venture partner KLM Royal Dutch Airlines for more than ten years. The agency will continue to handle UK and Ireland PR for KLM going forward.
Consolidated MD Nick Clark told PRWeek: 'Together with Air France we decided that the partnership was not producing the results everyone hoped for and that a fresh start was needed.
'We continue to work with KLM and Cityjet and look forward to working with The Saltmarsh Partnership where it's mutually beneficial for the brands.'
Saltmarsh's remit includes promoting Air France London and its regional operations to Paris. The focus will be on communicating the airline as a worldwide network for leisure and business travellers with its connections to onward flights at Charles de Gaulle Airport.
Thr agency will handle the airline's national and regional, consumer and trade media, as well as a social media programme and strategic consumer promotions.
Air France UK and Ireland general manager Henri Hourcade said: 'The Saltmarsh Partnership demonstrated a very clear understanding of the brief and the requirements of a major international airline in a local market.
'Saltmarsh will help create campaigns that highlight our highly competitive position on UK routes to Paris, as well as focusing on our extensive worldwide network and the convenience of Charles de Gaulle Airport.'
Agency MD Geoff Saltmarsh will head the account and report to Air France’s London-based press and PR manager Elise Biensan.