Emirates, which bills itself as the world's largest international airline, has landed its PR business at Huntsworth's Red Consultancy following a competitive pitch. FleishmanHillard had the business until November.

emiratesValerie Tan, Emirates' VP for PR, social media and internal communications, said in a statement released today that Red's team "demonstrated a strong grounding and knowledge of the sector alongside strategic thinking, energy and creativity."

Red assumes command of press relations, crisis/issues management, social content delivery sponsorship and development of platforms to promote the carrier's "Hello Tomorrow" positioning.

Emirates flies the biggest fleet of wide-body passenger jets and is the largest operator of the Boeing 777 and Airbus' A380.

CEO Tim Clark counted 45M passengers in 2014 and added Boston, Chicago, Oslo, Brussels, Budapest Kiev, Taipei and Abuja to its service network.

Emirates launched direct flights from Dubai to New York in 2004.