Jet Airways names shops in UK launch

Miles Calcraft Briginshaw Duffy and John Ayling & Associates have landed the brief to launch India's largest domestic airline, Jet Airways, in the UK.

The airline saw credentials from a number of agencies, before handing MCBD and John Ayling & Associates the account without a pitch.

Using the strapline "The joy of flying", the two agencies will develop a campaign to support the airline's new UK route operating between Heathrow and Mumbai as early as next month. The spend is thought to be around £5 million.

The campaign is likely to be based on the airline's Indian heritage and will include targeted press ads and potentially a television push.

Dan Brewin, the general manager of Jet Airways UK and Ireland, said: "Launching a UK operation is a major move for Jet Airways and communications will play a key role in our success. MCBD and John Ayling & Associates have hit the ground running and are already doing an impressive job for us."

Jet Airways has been operating in India since 1993 and now offers 260 daily flights to 44 destinations across India, Sri Lanka and Nepal. The company has a fleet of 42 aircraft and accounts for more than 40 per cent of the Indian domestic air market.

Jeremy Miles, the chairman of MCBD, said: "Air travel is a fiercely competitive marketplace and we'll do everything we can to give Jet Airways the edge over its rivals."

John Ayling, the chairman and managing director of John Ayling & Associates, added: "This is a key moment in the development of the airline and we're delighted to be playing our part."