NEW YORK: The former US head of PR for Virgin Atlantic has been
lured to a New York-based, no-frills start-up airline, presently called
Gareth Edmonson-Jones has been tasked with forming a communications
strategy for the new company.
Details about the low-cost airline are still under wraps, but it is
expected to begin domestic US services next year.
Edmonson-Jones is working on a campaign which will reveal the name of
the airline at the end of this month. He may look for an outside agency
closer to the launch.
New Air is backed by investors including international financier George
Soros and merchant bank Chase Manhattan Corporation. It is capitalised
at over pounds 81 million.
’We are planning a new icon for New York. We will be the next Starbucks
or Gap,’ Edmonson-Jones said.
Edmonson-Jones previously spent ten years as MD, travel and leisure, at
Hill and Knowlton, a post which took him to both Sydney and New
Virgin Atlantic is actively seeking his replacement. The post will be
responsible for crisis management, community and media relations in the