London-based, all-director agency White Tiger PR has been appointed by the pioneering travel search and inspiration brand Cheapflights to handle its UK consumer and trade public relations from February, following a competitive pitch.

White Tiger is tasked with strategically raising the brand’s consumer, travel trade and travel technology media profile to support traffic growth and revenue targets.

Campaign objectives include encouraging both the media and the consumer to revisit the dynamic flight search platform, encompassing both website and app, following its transition to meta technology and brand refresh during 2015, and positioning Cheapflights as the expert on travel behaviour and trends, a champion for the needs and rights of travellers and the go-to site for the very best travel deals.

The target demographic is 35-55 year-old “spontaneous explorers” and younger “ultimate lifestyle” Millennials and the strategic approach will embrace innovation, integration and investment.

Phil Bloomfield, global head of communications at Cheapflights, said: “We are investing for growth and comms has a key role to play.

“This appointment follows hot on the heels of our biggest ever above the line campaign spearheaded by the ‘flying stuntman’ TV ad, the appointment of a new managing director, a brand refresh, and agency hires in Australia and South Africa.

“We’ve changed and we need travellers to be reminded why this brand should resonate with them.

“It’s White Tiger PR’s role to ensure we achieve the profile we deserve.”

The account will be led by White Tiger PR founder and managing director, Cass Helstrip and her team of senior PR directors, who bring over 100 combined years’ experience in positioning travel brands.