The process, which was handled by ID Comms, was initially a seven-way pitch. Arena beat PHD and Goodstuff Communications in the final round. Manning Gottlieb OMD, the incumbent, declined to repitch.
Arena now plan and buy media for the airline across on and offline channels for the UK, as well as handling paid search campaigns for Virgin Atlantic’s destination cities.
Henry Daglish, the managing director at Arena Media, said: "This is a pivotal win for us as an agency, Virgin Atlantic is one of those brands that everyone in the industry would want. We can't wait to start work with the Virgin Atlantic team and help them grow their business."
Arena will begin to work with Virgin Atlantic with immediate effect.
A Virgin Atlantic spokeswoman said: "We are delighted to be appointing Arena as our new media agency, following a very comprehensive review process.
"We were really impressed by the strength of the whole team and their response to our brief. They will play a critical role along with our other agency partners in helping us to deliver on our ambitious plans for our brand."