Airline alliance chooses FH for corporate account

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.

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.



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