Cake – the Havas Media Group-owned brand entertainment agency – has won a five-way competitive pitch for the consumer PR account for Virgin Atlantic. Cake is the airline’s first retained consumer PR agency and starts work immediately.

The retainer comes after Cake’s successful #flightdecks campaign for Virgin Atlantic. The six month project last year saw Cake celebrate the launch of the airline’s new fleet of Boeing 787s, by staging the world’s first live-streamed gig from 35,000 feet with BRITs-winner Rudimental and Gorgon City.