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.
