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Dragonair & Cathay Pacific award Burson-Marsteller China a year-long retainer

28 February, 2012

BEIJING — After a three-month competitive tender, Burson-Marsteller, the world’s leading public relations and communications consulting company, was awarded a one-year retainer to manage the media relations and engagement in Mainland China for Hong Kong-based airline Dragonair and its sister airline Cathay Pacific Airways, beating out six other agencies. In addition, the firm will provide Dragonair with corporate social responsibility counsel and support.

“China’s travel industry is growing at an exponential rate,” said Chris Deri, Burson-Marsteller China’s CEO. “We are pleased to work with these two Hong Kong airlines to raise their profile in Mainland China. We have found during our work with other premium brands that clearly communicating a company’s values and actions are essentinal in rapidly growing industries where brand value and recognition significantly influence buying decisions.”

China’s domestic air passenger market grew 17.2 percent from November 2010 to November 2011. The Civil Aviation Administration of China projects that Chinese carriers’ passenger numbers will increase from 230 million in 2009 to 1.5 billion by 2030, making China’s airline industry the world’s largest.

“As the China airline market grows in size, the country’s fliers become increasingly discerning,” said Sam Swire, Dragonair and Cathay Pacific’s General Manager China. “It is very important to Dragonair and Cathay Pacific that passengers in Mainland China know what we stand for and demonstrate our commitment to them and the China market. We look forward to partnering with Burson-Marsteller China as we work to engage passengers, media and industry stakeholders to increase awareness of our two brands here.”

Burson-Marsteller’s collaboration with Dragonair and Cathay Pacific will include media relations throughout the Mainland and will focus on enhancing brand awareness and engaging passengers and industry influencers. Burson-Marsteller will serve the two airlines from each of the firm’s five offices in China.

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About Burson-Marsteller
Burson-Marsteller, established in 1953, is a leading global public relations and communications firm. It provides clients with strategic thinking and program execution across a full range of public relations, public affairs, reputation and crisis management, advertising and web-related strategies. The firm’s seamless worldwide network consists of 73 offices and 82 affiliate offices, together operating in 108 countries across six continents. Burson-Marsteller is a part of Young & Rubicam Group, a subsidiary of WPP (NASDAQ: WPPGY), the world’s leading communications services network.

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