LONDON: Virgin Holidays has brought on MHP Brand to “set the tone” of the vacation brand's upcoming above-the-line ad campaign before its official launch.
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 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 in the coming weeks.
Virgin Holidays launched a three-month sponsorship with ITV's London Weekday Weather program in November last year, releasing 10-second spots that visibly ended the brand's previous Rockstar Service messaging.
Both MHP and Virgin Holidays declined to comment on the strategy of the upcoming ad work.
This story originally appeared on the website of PRWeek UK, the sister publication of PRWeek at Haymarket Media.