The ongoing brief begins on 1 February, following a four-way pitch. Longstanding incumbent agency Rooster PR did not repitch.
The account will be led by White Tiger founder and managing director Cass Helstrip, who will work with Cheapflights' head of PR and comms Phil Bloomfield, who joined in September from a senior comms role at Virgin Holidays.
A White Tiger press statement said the brief's objectives "include encouraging both the media and the consumer to revisit the dynamic flight search platform, encompassing both website and app, following its transition to meta technology and brand refresh during 2015, and positioning Cheapflights as the expert on travel behaviour and trends, a champion for the needs and rights of travellers and the go-to site for the very best travel deals".
White Tiger will have a particular focus on two demographics, what it called "35- to 55-year-old 'spontaneous explorers'", as well as "younger 'ultimate lifestyle' millennials".
Rooster PR told PRWeek that having held the account for more than a decade, the agency was asked to repitch but decided it was time for a change for both parties.