Pickfords' US-based parent company Sirva wants to step up the firm's profile with first-time buyers in their 20s and 30s. It is also concerned about a downturn in the housing market.
Pickfords has hired icas, its first consumer PR agency in ten years, to man a four-strong UK press office and position it as an expert on property in media debates.
Sirva vice-president of corporate comms Jim Trainor said that 'from a PR perspective, we have under-invested in Pickfords'.
He added: 'People need to be reacquainted with the company. We are a strong brand but in difficult times we need to work harder to stay visible.'
Icas will 'work closely' with housing relocation TV shows to drive awareness of Pickfords among property-conscious consumers. It will also target national print and broadcast media with research on property trends.
Regional media will be targeted to draw attention to local Pickfords branches.
The quality and 350-year-old heritage of Pickfords will be emphasised in a bid to ensure consumers associate the company with high standards and experience.
The range of services that Pickfords offers, such as business relocation, international haulage and storage facilities, will be stressed.
Icas won the account in a non-competitive pitch and will report to Trainor, who said he would not rule out recruiting a UK-based head of communications.