Virgin Trains appoints Kaper for PR and social media

Virgin Trains has appointed Kaper to handle its PR and social media work following a competitive pitch consolidating the briefs into one agency for the first time.

Virgin Trains runs the East Coast and West Coast UK rail franchises.

The remit for the new brief spans brand engagement for the Virgin Trains masterbrand, social content and consumer PR campaigns.

Kaper founder Chris McCafferty and deputy MD Nicola Dodd will lead the account.

Richard Scott, executive director, corporate affairs at Virgin Trains, said: “Kaper impressed us with its integrated approach and fresh, insight-driven ideas. Virgin Trains is a brave business with big plans for the future, and the Kaper team demonstrated the commercially-minded creativity we need to deliver fame and success for the business.”

Kaper was set up in 2010 as a joint venture with creative agency Karmarama. In December 2016, the group was acquired by Accenture Interactive.