Virgin Atlantic has appointed W Communications as its retained consumer PR agency following a competitive three-way pitch.The agency will be responsible for leading consumer communications for both Virgin Atlantic and Virgin Atlantic Holidays. Its remit includes developing culture-led campaigns and earned media activity aimed at strengthening the airline’s relevance in the UK and international markets, positioning the brand at the intersection of travel, culture, and innovation.The account was previously handled by Tin Man, which secured the business in 2022. At the time, it marked the airline’s first retained PR partnership in more than three years. Tin Man is understood not to have participated in the latest review.Virgin Atlantic joins a growing roster of travel and tourism clients at W Communications, which includes Marriott International and the Cayman Islands Department of Tourism.W Communications, led by CEO Matt Brown who stepped into the role in October 2025, operates a broader group that includes specialist travel agency Lotus. The firm acquired a majority stake in Lotus in 2019 and completed full ownership in 2022. In October 2025, Lotus CEO Jules Ugo stepped down after 18 years with the agency, with managing director Kate McWilliams succeeding her as CEO.