The six-figure brief sees Frank PR tasked with raising awareness of the existing services offered by Virgin.net, as well as new unmetered access package Virgin.net 24seven.
Later in the year, the agency will also look to work on the launch of the ISP's broadband service.
Frank chairman Graham Goodkind heads the account, reporting to sales and marketing manager Peter Toumey and marketing executive Jo Turner at the ISP.
Goodkind said the agency's brief is to attempt 'headline-grabbing' activities to gain consumer coverage, while providing information on the ISP to the specialist trade and internet press.
'Whereas some of their rivals spend millions of pounds on advertising, we'll be looking at how to get coverage when spending less money,' he said.
Goodkind added that the campaign would look to 'fight the big boys in true Virgin style'.
Firefly were appointed on a consumer PR brief in March last year (PRWeek, 30 March 2001).
That appointment ended a four-year agency gap after Larkspur Communications handled the launch of the service in 1996.