Opening European Sky for Russian Wings
Charting the future of public relations
Holmes Report

Opening European Sky for Russian Wings

Aeroflot is the oldest and fastest growing Russian airline.

Paul Holmes

Aeroflot is the oldest and fastest growing Russian airline. Its 3 year strategic development plan includes vast international and domestic expansion. The first steps in widening its network were active participation in European carriers’ stake auctions. One of the first of this kind was placing a bid for minority stake of Italian national carrier AlItalia.


SPN Ogilvy PR in joint cooperation with London and Italian Ogilvy offices provided successful communication campaign for this bid which was the first pan-European PR campaign carried out for the most recognized worldwide Russian brand.


Joint cooperation of Ogilvy PR offices, immediate situation analysis, strong relations with leading European media analytics, target audience communication and proactive approach resulted in changing negative perception of Aeroflot despite bid withdrawal. The program was carried out within tight deadlines April – July 2007.



           Reputation perception deficit of Aeroflot

           Negative attitude to Russian companies participating in European acquisitions

           Lack of public speech experience of Aeroflot top management

           Attracting attention of media in the countries of Central and Western Europe and in

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