Eastern Air Lines Group has booked Trimention Global Communications as AOR as it plans to bring back the defunct Miami-based carrier.

easternThe group acquired the Eastern Air Lines name and filed an application in late January for the necessary certificate from the US Dept. of Transportation to re-launch -- as early as the end of 2014 -- as a passenger airline based at Miami International Airport.

Trimention, based in Miami Beach, got the nod to develop and execute a marketing and communications plan for the launch. Eastern CEO Ed Wegel, an airline industry vet who started his career with the airline that operated from 1930 to 1991, said: "Re-launching an iconic brand such as Eastern Air Lines requires an agency with a proven track record in the travel and tourism sector, and Trimention has just that.”

Eastern said this week it signed an order and placed deposits with Boeing for ten 737-800 aircraft and purchase rights for ten MAX 8 aircraft.

"It is a very important responsibility for us, and we will be mindful and sensitive as we plan to bring her back," said John Grove, managing partner at Trimention, which has worked accounts like Alma Airlines (Mexico), Hiltons of the Caribbean and Conrad hotels.

Mike Jennings is manager of corporate development/PR for Eastern. Atlanta PR consultant Maria Schnabel, former director international corporate comms. for Delta Air Lines, has worked for the start-up, as well.