LONDON — Virgin Atlantic has handed UK consumer PR and social media duties to Weber Shandwick following a competitive review.

The hire follows the launch of Virgin Atlantic's latest brand campaign, ‘Let it Fly’, which aims to showcase the iconic airline brand's passion for service and customer experiences. Weber Shandwick’s brief will include strategy and creative development for PR, and social campaigns to support the new brand positioning.

Virgin Atlantic's UK PR duties were previously handled by Havas SE Cake, which took on the brief last year. The review, handled by CreativeBrief, attracted interest from numerous UK consumer PR firms.

"We were particularly impressed with [Weber Shandwick's] strategic thinking, together with an infectiously passionate team that had the right mix of energy and skills to deliver exciting campaigns," said Virgin Atlantic VP of PR and social media Sarah Coggins.
The account will be led by Weber Shandwick London consumer MD Emma Thompson and consumer strategy/creative director Stuart Lambert, supported by account director Victoria Tomlin.

"When you think of brands that truly excite you, the brands you dream about working for and developing ideas for, Virgin Atlantic sits right at the top," said Thompson. "It’s a company with an incredible story, an incredibly powerful place in the minds of the British public and so much potential for creative ideas to really fly."