BA consumer win for Porter Novelli

British Airways has named Porter Novelli (PN) as its consumer PR agency, with a brief to improve the airline’s reputation with the public – and to sell more seats.

PN will have a 12-month contract worth around £400,000 for campaigns in the UK and Ireland, a substantial increase on last year.

BA head of marketing Jayne O’Brien said the objective was to ‘improve brand talkability and influence’.

As well as standard media relations programmes, PN will undertake guerrilla campaigns and event marketing to raise media interest in the airline’s initiatives.

‘PR needs to be a much stronger lever in our marketing mix,’ said O’Brien. ‘PN showed a good combination of traditional communications skills and experience in that grey area between marketing and PR.’

The agency will report to both O’Brien and head of corporate communications Iain Burns. The airline previously used Jackie Cooper PR and the former Joe Public Relations on consumer PR projects.

The shortlist for the account also included GCI, Stuart Higgins Communications, Seventy Seven PR and Weber Shandwick.

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