Following a four-way pitch, Cake was selected for the six-month brief. This will include an integrated campaign aimed at reinvigorating the brand, connecting it with a younger audience and reinforcing its position as an innovator in the industry.
Cake has begun work on the campaign, which will be live from September until the commercial launch of the 17-strong fleet at the end of October.
Kelly Grindle, associate board director at Cake, who will lead on the account, said: "This is our type of brief – creative and challenging for a fun, bold brand."
Grindle will report to Fay Burgin, head of global public relations at Virgin Atlantic. Burgin said: "This aircraft is a game-changer for Virgin Atlantic – not only does it offer fuel efficiencies, the latest in flying technology and eco-credentials, it also gave us an opportunity to refresh our communications."
The appointment does not affect Bray Leino, which handles Virgin Atlantic's consumer PR and press office, or Blue Rubicon which works on corporate PR projects.