LONDON—British Airways has appointed Grayling to provide public relations support and advice to manage the company’s external reputation across Europe and the Asia Pacific region. The brief involves international coordination, strategic communications counsel and crisis communications support. The three-year contract covers 38 countries.

James Acheson-Gray, managing director international, led the pitch and will oversee the programme with the Asia hub led by Bruce Shu, managing director Asia. Grayling will manage communications from central hubs for Europe and Asia-Pacific, located in Grayling's London and Hong Kong offices respectively.

"Grayling excelled during the rigorous pitch process," says Helena Flynn, British Airways, head of PR, Europe, Africa and Asia Pacific. "The high quality of its global network and the team's strategic insight and creative response were important factors in our decision to appoint them. Combined with its excellent track record of working for us in Asia Pacific, Grayling was the natural choice for this important contract for us."