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,'
Virgin.net was launched in 1996 as a joint-venture between Richard
Branson's Virgin and telecoms giant ntl.