AirAsia has appointed leading UK tourism public relations consultancy Hills Balfour, as its new PR consultancy following a competitive multi-way pitch.

AirAsia launched in Kuala Lumpur in 2003 providing a network of routes between Bangkok and dozens of Asian destinations.

Amanda Hills, chief executive of Hills Balfour, added: “We are delighted to be given the opportunity to extend the reach of AirAsia’s public relations strategy across both the consumer and corporate media throughout the UK and Europe.

“The popularity of AirAsia’s low fares and extensive network of destinations is already well established within Asia, and we look forward to supporting and strengthening this success using our extensive destination client base and creativity.

“As Airport Passenger Duty has increased costs for long-haul flights in and out of the UK, it is imperative that both corporate travellers and the travelling public are made aware of the great value of the long-haul low-fare model.”

In 2009, the airline launched AirAsia X offering direct flights between London Stansted and Kuala Lumpur, shortly to be followed by flights between the Malaysian capital and Brisbane, Australia.

Earlier this year, the airline also launched a non-stop route between Paris and Kuala Lumpur.

AirAsia is the only low-cost airline to offer such a range of international flights.

Azran Osman Rani, chief executive of AirAsia X, commented: “We have a heightened commitment here in the UK as it is one of our most important future hubs. 

“We chose to work with Hills Balfour because of its expertise in the travel and tourism industry, as well as its ability to offer both corporate PR and social media credentials.

“We hope that this partnership will help AirAsia to go from strength to strength in the UK market.”