The review, which comes as the transatlantic specialist operator enters its third decade, is part of a broader marketing rethink triggered by the recent arrival of marketing director David Coutts.
Virgin Holidays wants to double its capacity in the next three years, with ex-Orange marketer Coutts already reported as saying he wants to make the brand more 'meaningful'.
Virgin Holidays' long-serving Naomi Lewis, who holds the firm's top comms role as PR manager, said calling in agency support was now a possibility.
But she scotched rumours that Virgin Holidays had already held talks with agencies. She said: 'No decisions have been taken on PR.
'We have not actively gone out seeking PR agencies and are not proactively looking for any at the moment. But (hiring a PR firm) is not something we can rule out.'