NEW YORK: British Airways (BA) has selected Porter Novelli as its first-ever AOR for North America, following an almost eight-month search.
PN will help the airline in consumer, corporate, crisis, and internal communications work, according to John Lampl, the airline's VP of corporate communications for the Americas.
A main focus of PN's work will be supporting the launch of Club World - BA's new business class - in North America.
Lampl said the process will take about 18 months and include events in such cities as New York, Chicago, Boston, Washington, DC, and Miami.
The company selected PN from a finalist group that included Edelman and GCI Group, added Lampl. BA had initially sent an RFP to eight agencies in June.
He added that while it is helpful that PN represents BA in the UK, it was not the deciding factor.
"We just felt Porter Novelli had the better fit," he explained. "[It] showed an understanding of our business."
Peter Hirsch, partner and global leader of PN's corporate affairs practice, will lead the account out of the New York office. He said that the agency would also tap other offices to support those efforts.