NEW YORK: Virgin Atlantic Airways has named the Susan Magrino Agency as its US AOR, following a full agency review process.
The New York-based agency has been retained to handle Virgin's consumer PR in the US market, overseeing media relations outreach and consumer programming in support of the airline's marketing activity. The work will target all of Virgin's key US hubs, including New York, Los Angeles, San Francisco, Boston, Miami, and Washington, DC.
"We have an-in-house US PR team, but we wanted to supplement that with an agency to extend our brand reach in our key US gateways," Simon Bradley, VP of marketing for Virgin Atlantic North America, said. "Our US campaign, 'Your airline's either got it or it hasn't,' has been hugely successful. We feel there is a real opportunity to extend it even further by building conversation and buzz in our key gateways."
Bradley said the company received and reviewed proposals from a number of agencies in the US.
Based in London, Virgin Atlantic currently offers flights from 10 US cities to a range of worldwide destinations. It has 38 aircraft in its fleet.
"We have an exciting marketing program for this year and we want to make sure we are maximizing all of our PR opportunities," Bradley added.
The Susan Magrino Agency is a PR, brand development, and events firm specializing in several lifestyle areas, including travel and real estate. It was founded in 1992.
The budget of the account is not being disclosed.