The account, which is thought to be worth six figures, is to support Virgin Holiday’s new branding around the ‘Seize the Holiday’ theme. The agency will develop the PR strategy, work on integrated campaigns and run the press office.
Virgin Holidays has worked with M&C Saatchi PR on a project basis but One Green Bean is its first retained PR firm.
Last summer Virgin Group's airline, Virgin Atlantic, merged its PR and social media team with that of Virgin Holidays. This created a six-strong in-house team, including former M&C Saatchi director Kelly Grindle, who joined this year to manage the Virgin Holidays press office.
One Green Bean won the account after a "highly competitive pitch process", said Sarah Coggins, vice president of PR and social media for Virgin Atlantic.
Coggins said: "We were impressed by One Green Bean’s fresh perspective, outstanding creativity and brand building credentials. Virgin Holidays has just launched a new brand purpose and positioning, so it’s timely to retain One Green Bean to drive our earned communications as we help everyone take on the world."
One Green Bean MD Matt Buchanan said: "Our founding client almost ten 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."
M&C Saatchi PR’s work with Virgin Holidays has included helping to create a 35-foot high luxury South African treehouse on London's Southbank in January to promote the holiday company’s 'Wonderlist' holiday experience. The campaign was a finalist at the PRWeek UK Awards 2016.
Australian consumer PR agency One Green Bean, part of Havas Worldwide, opened a London office in early 2015.
Earlier this year, the agency was appointed to Heathrow Airport's consumer PR agency roster. Other One Green Bean clients include Sky, Costa, Pernod Ricard, Heineken Group and Arla Foods.