Brighter PR to handle launch of airline duo

Birmingham and Edinburgh-based airline duo, which splits from British Airways next month, has appointed Brighter PR as its first PR agency.

The account, understood to carry fees of around £150,000, includes handling the launch of the airline as a separate company, as well as corporate and consumer PR for the next year.

The launch will take place on 26 October, when duo will cease to be a British Airways franchise.

Brighter’s brief is to establish duo as a low-cost airline and specifically to target the business communities in Birmingham and Edinburgh.

There is also a pan-European focus as the airline currently flies to 12 European destinations with a further four – Zurich , Milan, Geneva and Oslo – planned.

European PR will focus on business communities in Italy, Scandinavia, France, Switzerland, Germany and Austria.

Brighter MD Steve Dunne, who reports to duo head of comms Adrian Kibbler, said the firm’s campaign would target the travel trade press, consumer magazines and the business pages of the nationals.

‘Between now and early November we have to come up with PR that is trade-based, consumer-based and can get us into the nationals. We are also hoping to develop some behind-the-scenes speaking opportunities,’ said Dunne.

He added that the firm hoped to arrange for duo senior executives to speak at meetings with special interest groups, such as the Guild of Business Travellers and the Scottish Travel Association.

duo was formerly the UK division of Danish airline group Maersk Air. In June, it was the subject of a management buyout, which has led to the creation of the new brand and coincides with the end of its franchise with BA.

The airline is the latest win for Brighter in regional airways and airport travel. Last month the firm won a four-way pitch to raise the profile of Newcastle airport (PRWeek, 15 August).

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