LONDON—Cake has secured consumer PR duties for Virgin Atlantic, extending a relationship that saw the firm handle a six-month project for the airline last year.

After helping to support Virgin Atlantic's #flightdecks campaign last year, Cake is now charged with helping the airline build its brand in the UK.

“We were looking for an innovative partner to work with long-term on building our brand, and Cake was the clear winner," said Simon Dornan, interim head of consumer PR at Virgin Atlantic in a statement.

"The #flightdecks campaign showed us that Cake is a first-rate creative agency, backed up by a solid knowledge of the modern PR landscape. We’re looking forward to taking the next step with them.”
 
Virgin Atlantic has typically handled consumer PR agency support on a project basis, working with such agencies as Mischief and Bray Leino in the past.