Nokia.co.uk/shop will feature exclusive products, such as the black 8800 handset, a new design previously unavailable in the UK.
Retained agency GBC will pitch feature ideas based around the idea of multi-phone ownership – a trend Nokia says is increasing after one million SIM-free Nokia handsets were sold last year in the UK.
The PR team, led by GBC account director Gavin Spicer, will target lifestyle titles as well as weekend supplements and trade press.
'Online versus high-street shopping' will be another subject of media pitches.
The campaign will target early adopters looking for the latest accessories, and people who want to buy a phone without a contract.
Spicer reports to Nokia director of communications Mark Squires.
In addition to Nokia phones, the online shop will promote and sell the manufacturer's gaming, music, movie and photography products, such as the newly launched Nokia N70 multimedia device.
GBC worked with comms firm Haygarth on the launch. It also developed a viral campaign – based around a Nokia version of online game Frogger – with Oxford-based buzz marketer 1000 Heads.
The Red Consultancy handles global comms.