Gyro International has been appointed to the 4m below-the-line account for Virgin Atlantic.
The agency won the business following a pitch against three undisclosed agencies. The airline did not previously have a retained direct marketing agency.
Virgin Atlantic began contacting agencies in August after deciding to increase its investment in below-the-line. It is thought that Gyro will handle data, creative and electronic customer relationship marketing for Virgin Atlantic.
The airline has worked with Start Creative on tactical campaigns in the past but it is not thought this relationship is affected by the appointment of Gyro.
Virgin Atlantic has previously worked with Harrison Patten Troughton, now Harrison Troughton Wunderman, which won the business from Rapier in 1998. Its advertising business is handled by Rainey Kelly Campbell Roalfe/Y&R, which has held the account since 1994.
In August, Gyro appointed former Proximity new business director Paul Neal as business development director.