BMI Baby selects new agency Rabbit to manage its online presence

Low-cost airline BMI Baby has hired Rabbit as its first retained digital PR agency.

Rabbit hired as retained agency: BMI Baby
Rabbit hired as retained agency: BMI Baby

The newly launched sister agency to Cow PR will manage all the airline’s online comms including online monitoring and customer engagement, blogger outreach and developing creative online ideas.

The agency was selected following a four-way pitch that included Cake and Band & Brown and was managed by Creative Brief.

The account will be led by agency founder and former Cow joint-MD Dirk Singer and project manager Louise Doherty.

Singer said the agency would capture and respond to sentiment online, support promotions with online media and bloggers and attempt to increase the airline’s share of voice against other low-cost carriers.

He added he would attempt to ‘put them front of mind for anyone looking to book a cheap flight to Europe in the catchment areas of their four main bases (East Midlands, Cardiff, Birmingham, Manchester)’.

Rabbit launched on the 5 January. Clients already include MORE TH>N, Practical Action and One Poll.

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