Virgin Holidays has appointed One Green Bean as its first retained PR agency with a brief to support its new ‘Seize the Holiday’ brand positioning.
One Green Bean’s PR campaigns will be closely integrated with Virgin Holiday’s ATL, customer marketing and social strategy.
Matt Buchanan, the agency’s MD, and Kat Thomas, global executive creative director, will lead the account, reporting to Kelly Grindle, Virgin Holidays’ PR lead.
The account was won following a “highly competitive” pitch process.
Sarah Coggins, vice president of PR and social media for Virgin Atlantic, said: “We were impressed by One Green Bean’s fresh perspective, outstanding creativity and brand building credentials. It demonstrated a very modern communications approach to meet our business challenges.
“Virgin Holidays has just launched a new brand purpose and positioning, so it’s timely to retain One Green Bean to drive our earned comms as we help everyone take on the world.”
Buchanan added: “Our founding client almost 10 years ago was Virgin Atlantic, so we’re thrilled to have the opportunity to build a relationship with the team at Virgin Holidays. Our vision is grounded in helping brands deliver brilliant content-led PR and everyone we’ve met during the pitch process has embraced this, we can’t wait to get started.”