Virgin.net picks Firefly to create consumer plan

Entertainment and leisure website Virgin.net has turned to hi-tech

PR experts Firefly to devise and run a consumer PR programme.

The online service, which recently underwent a complete redesign, hired

Firefly on six-figure fees following a three-way competitive pitch

including MacLaurin and Carrot.

Firefly will handle all UK consumer PR and run a newsroom for

Virgin.net, with the aim of raising the site's profile.

Firefly director Kieran Moore heads a team of four on the account,

reporting to Virgin.net PR officer Karin Jones.

'They want to be positioned as the number one entertainment and leisure

site in the UK,' said Moore.

'They want to develop their brand and avoid confusion with Virgin.com,'

she added.

Virgin.net was launched in 1996 as a joint-venture between Richard

Branson's Virgin and telecoms giant ntl.