BEIJING--Dragonair and parent airline Cathay Pacific have selected Burson-Marsteller to handle PR in China, following a three-month pitch.
The firm prevailed against six other firms, and will focus on providing media relations counsel to the two airlines. In addition, B-M will provide Dragonair with corporate social responsibility counsel and support.
Dragonair's network currently includes 18 cities in mainland China's booming domestic aviation market, while Cathay Pacific flies to Beijing and Shanghai.
The country's domestic air passenger market grew by more than 17 percent from November 2010 to November 2011. The Civil Aviation Administration of China projects that Chinese carriers’ passenger numbers will increase from 230 million in 2009 to 1.5 billion by 2030, making China’s airline industry the world’s largest.
“As the China airline market grows in size, the country’s fliers become increasingly discerning,” said Sam Swire, Dragonair and Cathay Pacific’s China GM. “It is very important to Dragonair and Cathay Pacific that passengers in mainland China know what we stand for and demonstrate our commitment to them and the China market. We look forward to partnering with Burson-Marsteller China as we work to engage passengers, media and industry stakeholders to increase awareness of our two brands here.”
Burson-Marsteller’s collaboration with Dragonair and Cathay Pacific will include media relations throughout the Mainland and will focus on enhancing brand awareness and engaging passengers and industry influencers. Burson-Marsteller will serve the two airlines from each of the firm’s five offices in China.