RF wins Virgin Mobile task

NEW YORK: Virgin Mobile has selected Ruder Finn as its AOR following a competitive review.

NEW YORK: Virgin Mobile has selected Ruder Finn as its AOR following a competitive review.

Corinne Nosal, a spokesperson for Virgin Mobile, confirmed that Virgin has selected RF, but said contract negotiations are in progress.

PR efforts will raise brand awareness and consumer education about the benefits of its wireless plans. Initially, RF's focus will be on Virgin's "Totally Unlimited" plans and publicity surrounding the Virgin Mobile Festival to be held in August. Outreach efforts for the newly launched "Totally Unlimited" plan will target consumer publications, broadcast outlets, and blogs, Nosal said.

"They'll also be promoting all aspects of the festival from greening to the festival experience and bookings of the band," she said. The target market for festival promotions is the 18- to 34-year-old demographic, she added.

In addition, last week Virgin Mobile announced plans to acquire Helio, expanding the Virgin brand to the post-paid market, she said.

"We're always a big proponent of providing flexibility for our customers and keeping [them] in control," added Nosal. "That's always going to be a big part of our message and Helio will obviously be a part of our new positioning."

The company is still formulating a PR plan that will include a blogger outreach component, she noted.

When Virgin Mobile went public last year, it reassessed its PR needs.

Virgin Mobile's former AOR, CooperKatz, declined to participate in the review.

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