Called in March, the pitch involved several other undisclosed agencies. It came after a restructure of Qantas’ international network that has seen a 40 per cent increase in flights between Singapore and Australia.
Fulford PR is tasked to enhance awareness of Qantas’ improved services, including new network opportunities with airline partners and a forthcoming refresh of its A330 fleet to include a lie-flat bed in Business Class.
Qantas recently opened Qantas Singapore Lounge at Changi Airport.
Nick McGlynn, regional general manager for Asia at Qantas, noted that the partnership will see Fulford PR promoting its services and increased capacity.
Qantas was awarded Best Airline Australia-Pacific in this year’s Skytrax World Airline Awards and was also ranked in the top 10 airlines globally.
The airline has been criticised for its poor PR crisis management in the past. The brand made three appearances in a list of 2011's top 10 PR disasters and in April shut down its media-relations twitter feed, @qantasMedia—a move one commenter dubbed as reverting to "caveman social-media strategy".
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