Headland was appointed following a pitch. Its brief is to communicate how the redevelopment will improve the passenger experience, create jobs and increase the airport’s economic impact.
The agency will also look to build the profile of the management team under new CEO Nick Barton, who joined late last year.
Oliver Jaycock, head of marketing and comms at the airport, said: "We needed a PR partner that clearly understood the transformation that is taking place at London Luton, could communicate this in a compelling way with a range of audiences, and work in an integrated way with our wider marketing and branding campaigns."
Suzanne Morris, partner at Headland, said: "London Luton is at the start of an exciting new chapter, with record passenger numbers, new routes opening up – including a business class service to New York – and a major redevelopment about to start. It’s a great brief with a fantastic story at the centre."