LONDON—Virgin Galactic has called in Edelman ahead of a pivotal year for its ambitious space programme.

The company, which is finalizing plans to send passengers into space in 2014, selected Edelman as lead PR agency following a competitive review that focused on the UK, US and Europe.

Edelman has already begun supporting Virgin Galactic, starting with its new partnership with Land Rover, which was announced yesterday. 

Virgin Galactic commercial director Stephen Attenborough said that Edelman secured the assignment because of "strong creative credentials and strength in depth – as well as the global reach that our brand requires."

To date, Virgin Galactic has signed up 680 customers, although it is still awaiting an FAA commercial operator's licence.