Virgin Atlantic has appointed Havas Media’s Cake to handle consumer PR following a five-way pitch earlier this year.
Cake is the airline’s first retained consumer PR agency having worked for the airline on a six-month project last year.
The #flightdecks work was launched to promote Virgin Atlantic’s new fleet of Boeing 787s and staged the world’s first live-streamed gig from 35,000 feet with Rudimental and Gorgon City.
Simon Dornan, interim head of consumer PR at Virgin Atlantic said it is planning on a long-term relationship with Cake to help build the brand.
“The #flightdecks campaign showed us that Cake is a first-rate creative agency, backed up by a solid knowledge of the modern PR landscape. We’re looking forward to taking the next step with them,” he added.
Cake declined to comment on the value of the account.