New York, NY: Geoffrey Weill Associates has been appointed public relations counsel to Israir Airlines, the self-proclaimed "other" airline for Israel.
The account agreement began Wednesday, May 19th.
GWA SVP Ann-Rebecca Laschever cited the firm's passion for the destination and its representation of the Israel Ministry of Tourism for 9 years, as factors in the account win. The firm is also the US PR rep for Israel's Dan Hotel Chain.
The firm will devote three team members to the account, including Geoffrey Weill. Laschever will serve as the main contact.
"Our experience so far is that there is an enormous amount of interest [in the airline]," Laschever said, adding that it hopes to provide healthy competition to El-Al. The first flight will be June 20th from JFK, and the airline will initially have three flights a week.
Laschever says that the Jewish and Christian media response has been tremendous, and that they hope to attract mainstream media too. She said they hope to attract television coverage for the first flight. They will also use cross promotions and special rates to attract customers.
Israir is positioning itself as lighthearted airline and it will boast activities like magicians and massages in the premier class section, while stressing the same amount of security of other airlines. Flight attendants will wear jeans, t-shirts and caps.