Etihad Airways Partner (EAP) airlines Etihad Airways, Alitalia, airberlin and Jet Airways have announced that Starcom, part of Starcom MediaVest Group, has won the contract to become the airline group’s new global media agency, following a joint tender sent to several leading agency networks.

Starcom was selected by EAP to deliver scaled benefits by aligning media spending power across key markets and to provide added value and centralized strategic advice and planning to meet the unique commercial needs of the airline grouping.

Shane O’Hare, Etihad Airways’ SVP marketing, said: “Starcom demonstrated that they fully understand the emerging media scene, which has digital media at its core. Their highly experienced team, resources, planning tools and buying clout in all the key EAP markets gave them a clear edge in the tender.”

Starcom will service the EAP airlines at key hubs in the UAE, Germany, Italy and India, with central coordination from their EMEA head office in London.

Matt Blackborn, president, investment and diversification at Starcom MediaVest Group, said: “We are the foremost innovators in the precision media space and very much welcome this exciting challenge of working with the Etihad Airways Partner airlines across all their communications platforms.”

Andre Rahn, SVP marketing at airberlin, said: “With Starcom’s worldwide digital experience and our group’s airline experience, we plan to be a step ahead in reaching potential customers with the right content at the right point.”

Ariodante Valeri, Alitalia’s chief commercial officer, said: “This new partnership kicks off at a very exciting time for Alitalia. We have just launched the new livery of Alitalia aircraft, the new design of the cabins and new premium services for our guests."

Gaurang Shetty, SVP commercial at Jet Airways, said: “Starcom’s solution was backed with data, insights and relevance to the brand’s core values.”