FRANKFURT: Cathay Pacific has turned to tourism PR specialist Contact & Creation to handle all press and publicity work across Germany and Austria.
The agency won the account after a competitive pitch, believed to have included fellow German consultancies Wilde & Partner, Mondo Media, Schellenberg & Kirchberg and incumbent Inex Communications.
Contact & Creation, which has annual turnover of pounds 1.4m, has been tasked with raising awareness of the airline's services in Germany and Austria.
'Only a very few know that Cathay Pacific is the best airline in the world,' says C&C director Dorothea Hohn, referring to a survey published in April by German magazine Capital, which named the firm best airline for intercontinental routes.
The PR campaign will be aimed at business travellers initially, although C&C also plans to target package tourists.
Cathay Pacific is looking to use the PR support as a way to promote its home airport in Hong Kong as the 'turnstile into Asia'.
C&C director Simone Schabrich is to lead the account, reporting to Cathay Pacific's director of sales and marketing for Germany and Austria, Michael Gabrielli.
Cathay Pacific does not have a global lead agency.
Earlier this year, Cathay Pacific used PR agency emr to promote Hong Kong as a destination to UK residents, highlighting its status as the airline with the most flights from the UK to Hong Kong.