Start-up airline uses Hogarth for float

Silverjet, a 'low-cost' business airline, has brought in The Hogarth Partnership to handle comms around its launch and AIM flotation.

It is looking to raise £25m to launch the airline, which aims to provide business-class trips between London and New York for under £1,000. Hogarth won the brief after a competitive pitch against Financial Dynamics.

Silverjet CEO Lawrence Hunt said: 'Our potential customers and investors are from exactly the same demographic, so Hogarth can help us achieve two objectives.'

Hogarth managing partner John Olsen said the initial task was to raise awareness within the investment community. Silverjet will target SME employees who might know they are flying weeks in advance of their journey but do not want to pay up to £5,000 for the trip.

Hunt has been planning Silverjet for two years, and announced the intention to float this week.

As well as twice-daily flights between New York and London, the company is looking to add three more routes to Europe and possibly South Africa. Among its board members is Aer Lingus and Axa PPP Healthcare CEO Peter Owen.

Silverjet is set to be the third start-up carrier to offer business trips to New York, going up against MAXjet and Eos, which both launched last November.

The company plans to start flights within six to nine months, leaving from Luton and land at New York's Newark International.

Hogarth associate director Fiona Noblet will oversee the account, reporting to Hunt.

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