GKV hired in $30m marketing plan for ACA's new carrier

DULLES, VA: Atlantic Coast Airlines (ACA) has tapped Baltimore-based agency GKV Communications for a $30 million branding and marketing account for its soon-to-launch low-fare carrier.

DULLES, VA: Atlantic Coast Airlines (ACA) has tapped Baltimore-based agency GKV Communications for a $30 million branding and marketing account for its soon-to-launch low-fare carrier.

ACA operates as United Express and Delta Connection in the Eastern and Midwestern US. The new low-fare carrier, which will use Dulles International Airport as its home base, resulted from the end of ACA's relationship with United Airlines, which is currently undergoing a Chapter 11 bankruptcy reorganization.

GKV will develop all branding and marketing communications for the new airline, including naming and corporate identity. GKV VP and director of PR Kevin Kempske said, "Once we agree on the brand, we'll conduct focus groups and begin work on the PR and media relations. Of course, there will also be employee communications and IR."

ACA will roll out its marketing campaign 60 days before the start of service, a date to

be determined by United and the bankruptcy court. ACA will continue to operate as

Delta Connection.

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