Virgin Trains has retained Hope&Glory to handle its consumer PR for the next three years.
Appointed following a six-way pitch, Hope&Glory will handle the consumer press office, as well as creating campaigns to enhance strategic partnerships.
Virgin Trains’ director of corporate affairs, Richard Scott, said: "For the next phase in the story of Virgin Trains, we were looking for an agency that would bring us fresh, innovative and fun ideas which would translate into successful campaigns and build strong emotional engagement with a wider range of audiences.”
The account will be led by Hope&Glory managing partners Jo Carr and James Gordon-MacIntosh.
Carr added: “There is a huge opportunity now to build on this position and to bring the Virgin Trains’ brand to life for a consumer audience, attracting millions more customers to trains from cars and airlines.
"We’re really excited to be working with the Virgin Trains’ team to create stand out campaigns that will uniquely position it in the domestic travel marketplace whilst being true to the Virgin brand.”
The agency will also be expected to contribute to corporate-to-consumer communications.