BA appoints Cake for 2012 task 11/11/2010 |
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British Airways has hired Cake to promote its sponsorship of the London 2012 Olympic Games.
The airline has chosen Cake to handle PR activity around its status as the official airline of the London 2012 Games.
Cake will act on a project basis and will work with the in-house team to develop consumer PR activity and ensure continued press coverage across both traditional press and online media.
The news follows Procter & Gamble’s appointment of Hill & Knowlton to handle its Olympic sponsorship activation programme in the UK.
Cake’s head of PR Michele Charles said: “The challenge for brands in the run-up to 2012 will be about how they can cut through editorially when so many other sponsor messages are out there.”
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