Cathay Pacific steers away from 'traditional airline PR' in the UK with agency appointment

Cathay Pacific, the flag carrier of Hong Kong, has selected Clarion Communications as its retained consumer and B2B PR agency in the UK after a competitive pitch process.

Clarion is to elevate brand awareness of Cathay Pacific in the UK among “business and leisure travellers alike”, with a brief that covers influencer marketing alongside PR.

Founded in 1946, Cathay Pacific flies to 94 destinations worldwide and employs over 27,000 people.

Helen Gorrod, regional PR and social media manager at Cathay Pacific, said: “We were searching for a partner who could truly capture the essence of Cathay Pacific as a travel and lifestyle brand, reaching our target audience in fresh and engaging ways.”

She continued: “Clarion impressed us with their deep understanding of consumer insights and their ability to translate those insights into truly creative, impactful campaigns.

“Beyond their impressive strategic thinking and ability to carry out both consumer and b2b communications including crisis management, we felt a genuine connection with the entire Clarion team – their passion and enthusiasm were contagious.”

Agency-side, the account will be led by Sue Roberts, managing partner at Clarion Communications, who said: “Partnering with a legacy brand like Cathay Pacific, renowned for its commitment to excellence and innovation, is an absolute honour for Clarion Communications.

“We’re incredibly excited to bring our passion for creative storytelling and strategic brand-building to this partnership, crafting ‘high-flying’ campaigns that capture the hearts and minds of travellers.”

The incumbent agency for the account is MSL. When contacted by PRWeek UK, a spokesperson for the agency said: “It’s been an absolute pleasure working with the team at Cathay Pacific over the past four years. 

“From navigating the industry challenges posed by COVID-19 in our first few months to unveiling Cathay’s new business class Aria Suites in October, we’re proud of the work and collaboration we’ve achieved together, and wish them all the best for the future.” 

The new business pitch was facilitated by the PRCA’s Matchmaker service. Debbie Little, head of PRCA Matchmaker, said: “The competition was incredibly strong. Clarion’s winning formula? A smart, insight-driven communications strategy, brilliantly executed – precisely what Cathay Pacific prioritised over traditional airline PR experience. We wish Cathay Pacific and Clarion every success.”

In-house comms boss Gorrod spoke in more detail on her likes and dislikes working with PR agencies during a panel debate earlier this year.