INTERNATIONAL: Star Alliance hires F-H to consolidate Asia PR

HONG KONG: Star Alliance (SA), the world’s largest airline alliance, has handed its corporate PR account for Hong Kong and southern China to Fleishman-Hillard.

HONG KONG: Star Alliance (SA), the world’s largest airline

alliance, has handed its corporate PR account for Hong Kong and southern

China to Fleishman-Hillard.



F-H won the account after a competitive pitch against several leading

agencies.



This is the first time SA has outsourced to a single agency in Hong

Kong.



Member airlines previously managed PR through in-house departments and

retained agencies.



Corporate communications, public affairs, consumer PR and web site

development will now be consolidated to Fleishman-Hillard’s corporate

practice.



The decision was sparked by increased competition.



’Hong Kong and southern China is a key market for Star Alliance, with

six of the current members offering passenger flights into and out of

Hong Kong International Airport,’ said Henry Ma, chairman of the SA

steering committee and general manager of United Airlines for Hong

Kong.



’We will work together to communicate the tangible benefits Star

Alliance offers customers,’ said Lynne Anne Stevenson, F-H senior

vice-president for Hong Kong.



Rival alliance Oneworld, which includes Hong Kong carrier Cathay

Pacific, launched an aggressive advertising campaign in Hong Kong in

June. Oneworld handles PR internally and has not shown interest in

outsourcing.



Two members of the SA alliance already retain F-H - Lufthansa for Hong

Kong and United Airlines for Asia-Pacific. Other SA members include Air

Canada, Air New Zealand, SAS, Thai Airways and Varig Brazilian Airlines.



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