The agency was awarded the account without a competitive pitch and is charged with handling the overall promotion of The Fringe 2009.
Hot Tin Roof's online PR activity will kick off this month with a virtual PR stunt in the run up to the launch of micro-site thefringething.com. This will be followed by a sustained social media campaign using Twitter, Facebook, blogging and activity on YouTube and Flickr.
The campaign aims to increase awareness of the Fringe brand in the run up to programme launch and through to the end of August.
The agency will also support design agency Whitespace's brand campaign.