Burson Group has been engaged by Gulf Hill & Knowlton to provide communications support for Riyadh Air, the new Saudi Arabian airline. This appointment follows the March 2023 announcement by Crown Prince Mohammed bin Salman of the airline's establishment. Riyadh Air, backed by the Public Investment Fund, aims to become a major player in the aviation industry, challenging the dominance of Emirates in the region.Operating from King Khalid International Airport near Riyadh, the airline will boast a modern fleet of Airbus A321s and Boeing 787-9 Dreamliners. Led by former Etihad Airways CEO Tony Douglas, Riyadh Air plans to launch its inaugural commercial flight this year and establish a network of 100 destinations by 2030.To enhance its global reach, Riyadh Air has signed a codeshare agreement with Delta Air Lines and aligned its customer service and frequent-flier programs with the US carrier.Burson Group's US-based team, led by Marvin Singleton, will provide strategic communications counsel to Riyadh Air.5 Catherine Masri and Briana Herrington will also contribute to the project.