Air China selects Ogilvy PR to help raise profile

The 12-month account, running from June 2008, is aimed at raising the airline’s profile and brand through communications - a job previously done in-house.

The news comes at a turbulent time for the carrier, which recently launched the first direct flight from Beijing to Taipei. Air China is facing challenges both from rising fuel prices and a slowdown in growth of national China flights.

The carrier’s bid to take over competitor China Eastern, of which it is the largest minority shareholder, was rejected earlier this year, though it scuppered a potential partnership between China Eastern and Singapore Airlines.


Air China has expressed interest in other local acquisitions, with the aim of turning Shanghai into a major regional air hub.