DENVER: New low-fare subsidiary airline Ted, unveiled by parent United Airlines last week, has hired Chicago-based PR21 and Edelman for PR efforts related to the carrier's launch.
Bridget Brennan will lead the PR21 team, which has temporarily relocated to Denver for the carrier's launch.
Chris Hannegan, SVP and US director of employee engagement at Edelman, will lead the internal relations portion of the account. Prior to working at Edelman, Hannegan worked at Matha McDonald, where he implemented brand strategies and employee relations techniques for United Airlines during a proposed merger with US Airways and the bankruptcy declaration of the airline's parent company, UAL.
The carrier's name comes from the last three letters of United, and has been branded thus far as a fun, laid-back alternative to traditional air travel. Industry experts have remained skeptical, not only about the brand but the airline's business model, as subsidiary low-fare airlines have not historically fared well financially.