US airline employs agency to launch a low-fare carrier

DULLES, VA: Atlantic Coast Airlines (ACA) has hired GKV Communications to promote its soon-to-launch low-fare carrier.

ACA operates as United Express and Delta Connection in the eastern US and Midwest. The new low-fare carrier, which will use Dulles International Airport as its home base, resulted from the end of ACA’s relationship with United Airlines, which is undergoing a Chapter 11 bankruptcy reorganisation.

Baltimore-based GKV will develop all branding and marketing communications for the new airline. GKV vice-president and director of PR Kevin Kempske said: ‘Once we agree on the brand, we’ll conduct focus groups and begin work on the PR and media relations.’

ACA will roll out its marketing campaign 60 days before the start of service, a date to be determined by United and the bankruptcy court. ACA will continue to operate as Delta Connection.

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