Aarti Shah 08 Aug 2016 // 5:39PM GMT
BOSTON — Virgin Atlantic has tapped the Boston-based boutique 360 Public Relations as its agency of record in the US to support its 'Let It Fly' campaign focusing on business travelers in several US markets.
360PR won the business following a competitive review and will work with Virgin Atlantic’s US marketing team to develop and execute on a program aimed at Boston, Chicago, Los Angeles, New York, San Francisco and Washington DC.
The UK-based airline that was famously founded by Sir Richard Branson launched 'Let it Fly' globally in January 2015, and shifted UK PR duties to Weber Shandwick earlier this year.
For 360PR, the US portion involves events like this one about entrepreneurs held at a Washington DC art gallery (360PR also produced the video). The agency is also being asked to drive creative PR and social initiatives around the airline’s experiences, like its Clubhouses and onboard products.
"At Virgin Atlantic, we’re focused on delivering an experience that consistently delights our customers in new and innovative ways, and does so with our signature flair," said Lisette Kwong, head of corporate affairs and communications for North America at Virgin Atlantic. "360PR is helping us communicate that with creative and unexpected programming both on the ground and in the air.”
The account is being managed by a cross-office team in Boston, the Bay Area, New York and DC, reporting to SVP Kalley Jolly, who worked on JetBlue prior to joining 360 from Mullen a year ago.
Prior to working with 360PR, Virgin Atlantic managed US consumer communications internally. “We’re honored to work as an extension of the Virgin Atlantic team to demonstrate the superiority of the Virgin Atlantic product, and compel more business and leisure travelers to take advantage of that amazing experience,” said 360PR CEO Laura Tomasetti.
With 50-people across three offices, 360PR generated about $7.5m in 2015 with consumer clients like Jelly Belly, Juicy Juice, Walkers Shortbread, illy, Tommee Tippee and others.