Canadian Airlines hires C&W as part of brand relaunch

Canadian Airlines has appointed Cohn and Wolfe on a UK consumer and trade account which will include relaunching the brand.

Canadian Airlines has appointed Cohn and Wolfe on a UK consumer and

trade account which will include relaunching the brand.



The annual account had no incumbent and was won two weeks ago following

a three-way pitch involving Affinity Consulting and Brighter PR.



Canadian Airlines used Holmes and Marchant Counsel in the UK until about

18 months ago and has handled its PR in-house since.



C&W will target business travellers and develop coverage in the news and

lifestyle mediaThe account carries a budget of pounds 80,000.



Canadian Airlines UK and Ireland marketing and communications manager

Jenny Ruler said PR was important and that the appointment will ’allow

us to take a more proactive approach and subsequently raise awareness

levels’.



The ten-year old brand will be relaunched next year, partly to

distinguish the carrier from rival Air Canada and also to modernise its

identity.



The move comes after the airline became part of the One World airline

alliance. Other carriers in the alliance include BA, Qantas, Cathay

Pacific and American Airlines.



The One World brand competes with rival The Star Alliance, which

comprises five airlines led by Lufthansa.



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