LONDON: Oneworld, a global airline alliance whose members include British Airways and American Airlines, is seeking its first worldwide consumer and corporate PR agency.
LONDON: Oneworld, a global airline alliance whose members include
British Airways and American Airlines, is seeking its first worldwide
consumer and corporate PR agency.
Whichever firm wins the business will arrive at a crucial time in the
year-old alliance’s history. Competition for passengers between Oneworld
and rival Star Alliance has been heating up recently, and unaffiliated
airlines are scrambling to align themselves with either of the
Star Alliance recently handed a large piece of its PR business to
Fleishman-Hillard (PRWeek, August 23).
The communications directors of Oneworld’s seven member airlines have
approached six global agencies and asked them to put forward proposals
to boost the alliance’s PR. The group’s PR higher-ups, including British
Airways communications director Simon Walker and American Airlines
corporate communications VP Tim Doke, are due to meet in Hong Kong this
week to further discuss the selection process.
’It will be a collective decision,’ said an American Airlines
’The reason for the appointment is that the PR departments of Oneworld
members are busy with day-to-day communicating. To get a better focus
and emphasis, we want an agency to work with us.’
In addition to British Airways and American Airlines, Oneworld’s members
include Cathay Pacific, Canadian Airlines, Qantas, Iberia and
Last February, Oneworld members embarked on an ambitious plan to merge
their sales offices, computer systems and even brand names. This
followed a failed attempt at a full-blown British Airways/ American
Airlines alliance, which was thwarted by European anti-trust