SINGAPORE: The Asian airline industry is to drive a major PR push
aimed at rebuilding passenger flight confidence following the terrorist
attacks of 11 September.
The Association of Asia-Pacific Airlines (AAPA) has appointed Edelman PR
Worldwide for a campaign aimed at reviving Asia-Pacific passenger
The campaign is set to launch in the next two weeks following Edelman's
appointment after a four-way competitive pitch process, understood to
have included Burson-Marsteller's regional team in the final leg.
The PR push - which hopes to reverse the steep decline that followed 11
September and the effects of the global economic slowdown - is planned
to take place alongside a major ad campaign handled by McCann-Erickson,
which won the ad work in a similar pitch.
Edelman has been briefed to oversee a media relations drive kicking off
with a press conference in Kuala Lumpur next week. The co-ordinated ad
and PR campaign will run until the end of April.
Edelman's Singapore office MD Sharolyn Choy said a series of media
round-table discussions in Singapore, Malaysia, Hong Kong, Tokyo and
Bangkok would follow the initial launch.
'We will be leveraging off as many conduits as possible to reach the
audience we need to,' she said, adding that a combination of local and
international media would be targeted.
The AAPA's director general and campaign co-ordinator Richard Stirland
will act as the official campaign spokes-person.
Singapore Airlines senior public affairs manager Innes Willox has been
appointed by the AAPA as the communications link between Edelman and the
According to Choy, a communications taskforce consisting of PR managers
from AAPA's 17 member airlines has also been established.