MHP is tasked with handling all media relations, social media and experiential activity over a four-week period, as Virgin Holidays gears up for its new advertising activity. The last PR project for the brand was handled by Launch PR.
Mark Perkins, director at MHP, is leading the project, reporting to Virgin Holidays head of PR Phil Bloomfield. MHP will work with Virgin Holidays’ direct marketing agency Lida.
Perkins said MHP’s brand team would ‘set the tone’ of the ad campaign over the coming weeks.
Virgin Holidays launched a three-month sponsorship with ITV’s London Weekday Weather programme in November last year, releasing 10-second idents that visibly ended the brand’s previous Rockstar Service messaging.
Both MHP and Virgin Holidays declined to comment on the strategy for the upcoming ad work.