Wolverhampton PR agency Connect is to ensure one of its key clients is even more "switched on" in future.
The company is moving nearly all of its promotion of the HiQ fast fit network away from traditional newspapers, radio and trade press to more online exposure.
Having worked with HiQ since 2003, Connect has now been given the new brief of switching 80 per cent of HiQ's future campaign, Brand and promotional work to digital media.
Connect plans to drive its client's business forward with more emphasis on blogs as well as using other social media platforms such as Twitter, YouTube and Facebook to the full.
The move follows a dramatic re-vamp of HiQ's website by McCann Bristol to give the brand a totally new look and engagement strategy. It also pre-empts a category breaking social media platform on the brand's website which will introduce a multi-media blogging channel from end-March.
Whilst Connect will maintain a focus on HiQ's heritage PR, the company aims to lead the industry in consumer engagement, searching for new ways to open a conversation and talk to the UK audience.
HiQ's Marketing Manager, Geraldine McGovern, said: "The rise of social media in the last few years has been staggering and it has become part of a wider business strategy for many brands.
"While we appreciate traditional PR and the value it brings to HiQ, we want to focus on digital media and brand awareness in the online marketplace."
Hazel Crawford-Upton, MD of Connect PR, said: "All of our clients have an online presence and varying levels of social media engagement, with campaigns working at several levels. HiQ, with a six figure budget,is the first to turn off the majority of traditional heritage PR and focus on digital PR and social media engagement.
"It's a fantastic brief and we look forward to identifying new opportunities for HiQ as a result."