The move is reportedly part of an effort by the airline to strengthen and add discipline to its communications in Asia-Pacific and boost its flagging image.
The immediate focus of activities is expected to be on Japan, where NWA is the largest foreign carrier, and China, where it is a relative newcomer.
The immediate focus of activities is expected to be on Japan, where NWA is the largest foreign carrier, and China, where it is a relative newcomer.
A source close to the pitch noted that having made its first flight to Asia in 1947, NWA had a high overall level of recognition in the region, but added that its image was in need of revitalisation.
The airline had not been proactive in driving awareness of its positive features, the source said.
He also explained that with performance expectations low in many markets, NWA had an opportunity to create surprise with its improved offering, which will include a new business class lounge at Tokyo’s Narita Airport, an upgraded fleet, and new staff uniforms.
It would also seek to capitalise on the prestige accorded to non-domestic carriers in China, the source said.
In the past, NWA has previously worked with Edelman in Korea and Taiwan.
Prior to calling the pitch, other partner firms included Fleishman Hillard in mainland China, and Ketchum affiliate Inoue in Japan.
