Garuda Indonesia calls "pitch of the year"

The airline has issued an official RFP (request for proposal) in what one senior source in the market has described as "probably the pitch of the year".

Garuda extended its relationship with Dentsu around six years ago, according to Amelia Nasution, vice-president of marketing at the airline.

Nasution said the review was part of Garuda's strategic plan to build a stronger brand. She said the company was looking for support to "create a strong and solid ground for the Garuda Indonesia brand to grow".

Garuda Indonesia underwent a rebranding exercise through Landor in 2009 with the emphasis on an 'international experience'. The carrier subsequently posted a profit of US$106 million, after a loss of US$86 million in 2004. It was also awarded a 4-star ranking by Skytrax.