China Southern Airlines has appointed award-winning agency Rooster PR as its first ever UK public relations agency following successful digital and social media campaigns which saw seasonal bookings double.

In its new, extended PR remit, Rooster will promote the airline’s four-star service and lower transfer times to destinations across China, south-east Asia, and Australia & New Zealand.

The carrier’s new, twice-daily service from Heathrow to Guangzhou launching in June is also high on the agenda.

The first airline to use both the Airbus A380 and Boeing B787 Dreamliner aircraft, China Southern Airlines has the fourth-largest fleet in the world with over 700 passenger and cargo aircraft, and is set for further global expansion in 2017.

Nick Newman, commercial manager for UK & Ireland, said: “Rooster’s digital activity has had an immediate positive impact on our UK sales and we’re delighted to have them on-board as our PR agency as we continue to expand in the UK market.

“We’ve got a number of big announcements coming up and are confident we have the right agency to help us realise our ambitions in the UK.”

Based in Guangzhou, China Southern Airlines boasts the largest fleet, most developed route network, best safety record and largest passenger capacity of any airline in China.

Rooster managing director, James Brooke, said: “Adding the world’s fourth largest airline to our growing aviation portfolio is a fantastic achievement for Rooster, allowing the team to complement our sales-focused digital work with media relations and creative story-telling.

“With a huge, modern fleet and a focus on customer service, we’ll be helping drive bookings, boost the airline’s profile and make a bigger mark on the UK long-haul aviation market.”