AERLingus is to start marketing its new Los Angeles service to the UK trade this month.
The thrice-weekly flight starts at the end of May from Dublin, but the Irish carrier hopes UK passengers will connect to it from London and regional airports.
Details of the new marketing campaign have yet to be finalised, but a spokeswoman said it will focus on price and the ability to clear US immigration in Ireland.
The fares cost ú1,200 for an economy seat and ú1,950 for business class.
The campaign will be one of the first major tasks for new vice-president for London and Europe, Seamus Kearney.
He took over last month from Richard Lucente, who left the carrier to work in the US.
The Los Angeles flights serve Shannon from Dublin and will be increased to five-weekly next year, if demand warrants it.
Services leave on Wednesdays, Fridays and Sundays to give Aer Lingus its fifth US gateway behind New York JFK and Newark, Chicago and Boston.