LONDON: Singapore Airlines is in talks with agencies for its entire UK and Ireland retained communications business as it kicks off a major competitive pitch.
Zoe Martin, Singapore Airlines' PR manager for the UK and Ireland, confirmed that an RFP process is underway and that shortlisted agencies have been contacted, including incumbent Weber Shandwick.
However, one source close to the business told PRWeek UK that the airline is looking to appoint an agency as early as July.
The account encompasses Singapore Airlines' press office, consumer, and trade PR functions on a retained basis for a period of up to a year.
The business is thought to be worth about £10,000 ($15,400) per month, though an amount was not specified in the brief. The airline is understood to be selecting an agency on other factors than purely cost.
Weber was unavailable for comment as PRWeek UK went to press.
Singapore Airlines partnered with Tourism New Zealand last month for a campaign highlighting New Zealand as the ultimate destination for family holidays.
The effort invited families, couples, and independent travelers to the South Island for a “100% Pure New Zealand” experience.
In December, Richard Branson confirmed that US carrier Delta would buy Singapore Airlines' 49% stake in Virgin Atlantic, subject to regulatory approval.
Branson will retain his 51% stake in the business.
The two carriers claimed the alliance would create an expanded trans-Atlantic network that would enhance competition between the UK and North America.
Malaysia Airlines appointed PCC to handle its PR last May as it aimed to challenge its Singaporean rival with the launch of flights on the A380, which is the world's largest passenger aircraft.
The PR support focused on business travelers around the launch of super-jumbo flights last July.
Rival Etihad Airways appointed Bell Pottinger as it agency in the UK last October.
This story originally appeared on the website of PRWeek UK, the sister publication of PRWeek at Haymarket Media.