Virgin.net drops Frank for Mantra

Virgin.net, the UK’s fifth-largest internet service provider, has dropped Frank PR as the company prepares for a new consumer and business-to-business PR drive.

Mantra PR will start work on the account next week. It involves targeting consumers and businesses through the national media and trade press.

Mantra associate Rebecca Rabin said the PR drive would promote Virgin.net as a cheaper option to rivals, highlighting the flexibility of the service’s pay-as-you-go-style arrangements against more restrictive deals.

Virgin.net hopes to appeal particularly to users already familiar with the internet through publications such as The Guardian’s Online tabloid section, Computer Active and What PC?.

Set up in 1996, Virgin.net has more than 550,000 customers on narrowband and broadband access.

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