HONG KONG: Star Alliance, the world’s largest airline affiliation, has handed its corporate PR account for Hong Kong and southern China to Fleishman-Hillard. The agency won the account after a competitive pitch against several leading agencies.
HONG KONG: Star Alliance, the world’s largest airline affiliation,
has handed its corporate PR account for Hong Kong and southern China to
Fleishman-Hillard. The agency won the account after a competitive pitch
against several leading agencies.
This marks the first time Star has outsourced to a single agency in Hong
Kong. Member airlines previously managed PR through in-house departments
and agencies retained on a project-by-project basis. Star’s corporate
communications, public affairs, consumer PR and web site development
will now be consolidated within FH’s corporate practice.
The alliance’s decision to go with a single firm was sparked by
increased competition in the local airline industry. ’Hong Kong and
southern China are key markets for Star, with six of our current members
offering passenger flights into and out of Hong Kong International
Airport,’ said Henry Ma, chairman of Star’s steering committee and
United Airlines’ general manager for Hong Kong.
Added Lynne Anne Stevenson, a Fleishman SVP in Hong Kong, ’We will work
together to communicate the tangible benefits Star Alliance offers
customers.’
Rival alliance Oneworld, which includes Hong Kong carrier Cathay
Pacific, recently launched an aggressive advertising campaign in Hong
Kong. Oneworld handles PR in-house and has not shown interest in
outsourcing its business.
Two Star members already retain Fleishman: Lufthansa and United
Airlines.
Other Star members include Air Canada, Air New Zealand, SAS, Thai
Airways and Varig Brazilian Airlines.
