Silverjet hands IS and MPG airline launch work

IS, part of the M&C Saatchi group, has been appointed to handle advertising for Silverjet, the British airline that offers a low-fare, business class-only, transatlantic service.

The airline has also handed MPG the task of handling its media planning and buying.

IS will manage an integrated communications plan in both the UK and US. Ahead of the inaugural London to New York flight, expected within the next four months, IS will be involved in all aspects of the communications programme, from above-the-line advertising to direct mail and promotions.

Last year, BA ended its 23-year relationship with the Saatchi brothers by stripping M&C Saatchi of its advertising account and handing it to Bartle Bogle Hegarty.

Lawrence Hunt, chief executive of Silverjet (pictured), comments: “Silverjet is a revolution in long-haul travel, offering everyone the opportunity to fly in style at affordable prices. Our agencies know the travel market better than anyone and have developed a smart campaign that will help Silverjet stand out in a crowded market.”

Silverjet hopes to herald a revolution in business-class travel with 30-minute check-in times and flat-bed flights for an average return fare of 999. The airline will operate out of London Luton, the least congested of London’s four airports, flying to Newark Liberty International Airport. Freud Communications will handle public relations.