New transatlantic airline Blue Fox has appointed Grey to work on its strategic positioning.
The airline, which is the first new transatlantic operator in nearly two decades, will offer two flights a day from London’s Stansted Airport to New York’s JFK Airport.
Blue Fox aims to be in the air by next March. It will offer business class only and have capacity for just 138 passengers per flight.
The airline is headed by former business consultant Michael Lord-Castle, who is raising the &£57.9m needed to get Blue Fox off the ground.
Lord-Castle believes he can tap into a market left free after Concorde was grounded last year. Former Conservative trade secretary and party chairman Lord Tebbit will be chairman.
The airline will have its own dedicated terminal at Stansted, with a lounge that has a gymnasium, swimming pool and spa. Customers will also be able to clear US customs and immigration before boarding.
The airline will also offer an executive helicopter link from London and a chauffeur service to the airport.
A spokeswoman for Grey says: “We are offering strategic advice on the airline’s positioning. As it is not actually in the air yet we have not produced any ads.”
She adds that the agency will be producing ads once funding for airline has been confirmed.