Perowne Charles Communications, the agency founded by Virgin Atlantic’s former comms chief Paul Charles, is to handle the airline’s PR in the UK and Ireland, focusing on business travellers.
PCC’s first task is to help co-ordinate the launch of the new A380 service, which is scheduled to fly between Heathrow and Kuala Lumpur from 2 July.
The airline’s A380 is the world’s largest passenger aircraft.
Charles said: ‘This is an opportunity for Malaysia Airlines to punch above its weight in both the consumer and travel pages.
‘It has carried out plenty of above-the-line marketing to promote the A380, but without PR support it has not had the ability to generate the news coverage to back this up.’
The airline has been without an agency in the UK and Ireland since April 2011, after parting company with Rooster PR.
The airline reported a first quarter loss this year of 171 million Malaysian ringgits (£35m) and has been asked to submit its projected plans for the next five years by the Malaysian government.