NEW YORK: Low-fare carrier ATA Airlines has named Hill & Knowlton its first AOR.
Vicki Higgins, director of market development at 31-year-old ATA, said the airline conducted an informal search based on its own research and interviews of multiple agencies. She declined to name the others.
"We've had some other agencies work with us on a smaller scale, but this is our first agency of record," Higgins said. "It's such a highly competitive industry right now that we felt it was time to take the next step."
Judi Mackey, SVP and director of H&K's corporate financial and technology practice, will lead the account along with SVP Erica Keane.
"ATA is a terrific airline that has not really been getting its share of a voice in the media, which is why it chose to have a PR agency to help it do that," said Mackey.
The firm will be charged with handling external communications for the airline, including corporate positioning, media relations, consumer promotions, and investor relations support.