London: British Airways has hired UK firm Jackie Cooper PR (JCPR) to handle the media during the Concorde's final days as a commercial airliner.
Media interest surrounding the Concorde's retirement has been seized upon by rival airline Virgin Atlantic, whose chairman Richard Branson has reportedly offered ?5 million ($8.1 million) for BA's five operational Concordes.
JCPR managing director Remi Baker said the PR campaign would attempt to "ensure Concorde retires gracefully."
Branson's advances have been rejected by BA, which has insisted that the planes its predecessor BOAC took control of from the British government in the 1970s won't fly commercially beyond their retirement date.
BA senior manager of commercial and international communications Sara John said JCPR had been hired to handle "press events" and dispense "strategic advice" surrounding the Concorde's retirement. She insisted, "This is nothing to do with Virgin Atlantic."