Ethiopian Airlines picks PR agency for Singapore and ANZ

Ethiopian Airlines, Africa’s largest and most awarded carrier, has appointed Southeast Asia-based PR and marketing agency Ellerton & Co. as its agency of record for Singapore, Australia, and New Zealand.

The partnership will see Ellerton & Co. lead efforts to humanise the airline’s brand across key markets, highlighting Ethiopia not just as a destination, but as a story worth discovering.

With Addis Ababa as a strategic gateway to Africa and Singapore as a key hub in Asia, the partnership aims to build bridges between the two regions, one story at a time.

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Known for its world-class service, modern fleet, and extensive network, Ethiopian Airlines has quietly built a legacy of compassion in the skies. From arranging medical care and covering expenses for a young child mid-journey to being one of the few international airlines that allow pets to travel in the cabin, the airline has consistently gone the extra mile for its passengers. 

“These are the stories that define us,” said Telila Deressa Gutema, regional manager, Ethiopian Airlines.

“Our planes may carry passengers across continents, but it’s our people who carry their hopes and dreams. That spirit of care defines who we are—from helping a family in crisis to welcoming pets in the cabin. As Ethiopia opens up and its economy accelerates, there’s a growing world of opportunity for both business and leisure. We’re investing in our fleet and our people to meet that demand—and we can’t wait to share the spirit of Ethiopian hospitality with more travellers from Singapore, Australia, and New Zealand," he added. 

In tandem, Oliver Ellerton, founder of Ellerton & Co. said "Ethiopia is a country that many in Asia don’t know much about, but it’s unforgettable once you do."

“It’s the birthplace of coffee, home to ancient churches carved into rock, and the cradle of humankind. And the food—I’ve had injera in Yemen, the U.S., London, and Ethiopia itself, it’s always been a joy. People across Asia-Pacific will love it. Our job is to tell these stories, to bring out the warmth and soul of both the airline and the country it represents," he added. 

In tandem, Telila Deressa Gutema, regional manager, Ethiopian Airlines said 

Ethiopian Airlines has been named “Best Airline in Africa” by Skytrax for eight consecutive years and operates one of the youngest fleets in the world, including Boeing 787 Dreamliners and Airbus A350s. The airline is also pioneering sustainable aviation, using sustainable aviation fuel and preparing for the deployment of electric air taxis.

The airlines also joins a growing roster of hospitality and travel clients for Ellerton & Co., which includes EHL Hospitality Business School, Andermatt Swiss Alps, and Smiling Gecko Cambodia, alongside its core work in finance, technology, startups and venture capital, and corporate and sustainability. 

The appointment also comes as Ellerton & Co. continues its rapid expansion across Southeast Asia.

Most recently, the agency established a dedicated office in the Philippines, supported by new senior hires to strengthen its local presence. This addition complements the agency’s existing offices in Singapore, Vietnam, and Indonesia, as well as its network of consultants across Thailand, India, and Hong Kong, allowing it to offer seamless support across the region.

With this growth, Ellerton & Co. positions itself as a strategic partner for ambitious, globally-minded Filipino companies looking to expand into neighbouring markets. At the same time, the agency aims to guide Asian and international brands navigating the Philippine communications landscape, helping them connect with local audiences while scaling their presence in Southeast Asia. 

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