South African Airways (SAA) has appointed London-based PR and representation agency Black Diamond to act as its agency of record in the UK.

Black Diamond will work to promote SAA as the primary airline to Southern Africa and beyond. The primary focus will be highlighting the direct route from London Heathrow to Johannesburg and the connectivity to 26 established and emerging destinations within Africa, plus its network of overseas routes.

Black Diamond will also be tasked with leveraging SAA’s involvement in the TV series Charley Boorman’s African Adventures which is due to air on Channel 5 this autumn.

Gary Kershaw, SAA Country Manager UK & Ireland commented, “We’re very excited to be partnering with Black Diamond.  We were especially impressed with their fresh approach and together we’re looking forward to putting South African Airways back on the radar of the travel trade and the travelling public.”

Maddy Morgan, PR Director at Black Diamond says, “We are delighted to be working with South African Airways and look forward to promoting the service and diverse range of routes Africa’s leading national carrier serves, as well as working on some exciting promotional opportunities with the brand.”

Black Diamond is a full service agency offering clients PR, marketing, advertising and travel trade representation alongside its talent management and TV divisions. Existing clients include Brand USA, Visit California, Pebble Beach Company, San Francisco Travel Association and Aspen Snowmass.