Gatwick Airport hires Rabbit to position it as best airport in London and South East

Gatwick Airport has appointed online PR agency Rabbit to position it as the airport of choice in London and the South East.

Rabbit hired for comms brief: Gatwick Airport
Rabbit hired for comms brief: Gatwick Airport

The agency, which broke away from Cow PR at the beginning of the year, won the business following a competitive pitch.

The account will involve online monitoring and influencer mapping, using online media to communicate changes happening at the airport, helping Gatwick use social media as a customer service tool rather than just a marketing mechanism, and coming up with online tactics to promote the airport.

Global Infrastructure Partners bought Gatwick Airport from BAA in December last year. It is making a series of changes including refurbishments and a programme designed to improve customer experience.

Dirk Singer, Rabbit founder and former co-MD of Cow PR said: ‘Customers obviously talk about their airport experiences while passing through the airport. Gatwick is keen to capture what's being said online and respond where appropriate to engage people when they are actually passing through.’

‘Too many brands still see social media as first and foremost a marketing tool. It’s good to see brands such as Gatwick  understand the need to integrate social media more widely throughout an organisation’, he said.

Singer reports to head of airport communications Samantha Holgate.

Rabbit’s other clients include bmibaby, MORE TH>N and MBT footwear.

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