in consumer drive has hired Harvard Public Relations to boost its profile in the e-commerce, consumer and business media.

The agency is targeting national press, broadcasters and electronic media to publicise the range of financial services available from the website.

Harvard associate director Anthony Mayfield said: 'Direct Line was the first company to cut out the insurance broker middle man 20 years ago.'

He added that the brief was to encourage people to buy online.

Direct Line PR manager Emma Holyer said: 'We are a multi-channel company and want to make people aware of all aspects of our business.' receives one million hits a month.

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