INTERNATIONAL: Virgin PR head lured to no-frills start-up New Air

NEW YORK: The former US head of PR for Virgin Atlantic has been lured to a New York-based, no-frills start-up airline, presently called New Air.

NEW YORK: The former US head of PR for Virgin Atlantic has been

lured to a New York-based, no-frills start-up airline, presently called

New Air.



Gareth Edmonson-Jones has been tasked with forming a communications

strategy for the new company.



Details about the low-cost airline are still under wraps, but it is

expected to begin domestic US services next year.



Edmonson-Jones is working on a campaign which will reveal the name of

the airline at the end of this month. He may look for an outside agency

closer to the launch.



New Air is backed by investors including international financier George

Soros and merchant bank Chase Manhattan Corporation. It is capitalised

at over pounds 81 million.



’We are planning a new icon for New York. We will be the next Starbucks

or Gap,’ Edmonson-Jones said.



Edmonson-Jones previously spent ten years as MD, travel and leisure, at

Hill and Knowlton, a post which took him to both Sydney and New

York.



Virgin Atlantic is actively seeking his replacement. The post will be

responsible for crisis management, community and media relations in the

US.



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