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
This is the first time SA has outsourced to a single agency in Hong
Member airlines previously managed PR through in-house departments and
Corporate communications, public affairs, consumer PR and web site
development will now be consolidated to Fleishman-Hillard’s corporate
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
’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
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.