State-owned Irish airline Aer Lingus has chosen Brighter PR to
build its brand and promote its routes in a bid to reposition itself to
appeal to corporate customers.
Brighter won the account following a five-way competitive pitch which
included Band and Brown Communications and Fishburn Hedges.
It is the first time the airline has used external PR help for over
three years. According to Richard Lucente, executive vice-president for
Europe, the airline cut back on PR spend when it faced financial
problems in the early 1990s, but following pre-tax profits of pounds 40
million in 1996, has decided to reinvest in external PR and a new
Brighter, which is part of the Ansdell Group, will focus on supporting
the new advertising campaign launched through Abbott Mead Vickers BBDO
two weeks ago.
The ads feature Irish celebrities associated with modern Ireland, such
as singer Shane McGowan and model Pamela Branagan, who are perceived as
cosmopolitan and successful.
Brighter will also act as press office for Aer Lingus in the UK, and
will target the consumer, business and trade press for the repositioning
campaign. Lucente said Aer Lingus wanted to expand its appeal beyond the
leisure market to attract more business travellers.