Norse Atlantic’s Adrian Keating is to join Icelandic PLAY as its executive director of sales and marketing, bringing over 20 years of international aviation experience with some of the world’s most recognised brands in aviation.

Keating will lead the teams across sales, distribution, narketing, PR, inflight, ancillary, and cargo. He will work closely with the PLAY management team to drive the airline’s commercial success.

Starting his career at British Airways in 1999, Adrian has been part of award-winning teams at easyJet, Etihad and Air Transat. Most recently Adrian was the VP of sales, marketing & distribution at Norse Atlantic, prior to that he held senior roles at Air Transat and Malaysia Airlines where he was responsible for the commercial performance of the airlines across Europe and the Americas.

PLAY said Keating has a proven track record of thriving in commercial restructures and entrepreneurial environments, with experience in developing action-oriented commercial teams which are always searching for improvement.

“Joining PLAY as the airline celebrates welcoming its one-millionth passenger marks an exciting new chapter in my career. This role offers a fantastic opportunity to lead a talented team and I look forward to contributing to PLAY’s continued success and growth, and to helping shape the future of the airline industry through innovative and forward-thinking strategies,” says Keating.

“Bringing decades of international aviation experience to PLAY, Adrian’s appointment is a pivotal moment for our company. With his exceptional and proven track record of delivering results, Adrian is the ideal candidate to join our team and to drive commercial success. I am really happy to welcome him on board my team, and I look forward to working closely with him to reach even greater heights and success,” concludes Sonja Arnórsdóttir, PLAY’s chief commercial officer.