Weber replaces HSE Cake after what the airline has called a "highly competitive tender process" managed by CreativeBrief. The incumbent agency did not repitch for the account, which is UK only.
Of the new appointment, the airline said: "Weber Shandwick’s brief will include strategy and creative development for PR, and social campaigns to support the new brand positioning."
Sarah Coggins, vice-president, PR and social media at Virgin Atlantic, said: "We chose Weber Shandwick as our new partner following a highly competitive tender process.
"We have a really exciting year coming up at Virgin Atlantic and we are really looking forward to working together with Weber Shandwick to bring our plans to life."
Emma Thompson, MD of consumer and London operations at Weber Shandwick, said: "When you think of brands that truly excite you, the brands you dream about working for and developing ideas for, Virgin Atlantic sits right at the top. It’s a company with an incredible story, an incredibly powerful place in the minds of the British public and so much potential for creative ideas to really fly."
Virgin Atlantic recently introduced a new brand slogan ‘Let it Fly’, focused on the message that "life doesn’t come to you, so go to it". The company said it marked a step-change in its brand campaigns, focusing entirely on its customers.