DDA Public Relations has signed a three-year contract to represent Electrolux, as the white goods brand aims to a mark at the Cannes Film Festival.

After a winning pitch, DDA will be spearheading the pan-European consumer PR campaign of Electrolux’s new marketing campaign, which is tied to the brand’s official sponsorship of Cannes.

Electrolux plans to establish a new dialogue with consumers during the annual Cannes Film Festival in May. The campaign will include events across Europe as well as other online, social and mainstream media initiatives.

Neil Gannon, Director of Marketing Expertise, Electrolux said: “We look forward to working with DDA on this campaign which is ground-breaking for our industry. Besides the strategic knowledge and creativity which they displayed during the pitch, DDA also brings a vast network of valuable connections within the entertainment industry to the table. Working embedded within our marketing communications structure, DDA will be an essential partner in our journey to bring the Electrolux brand where we want it to be.”

Lawrence Atkinson [pictured] CEO, DDA Public Relations, added: “Electrolux has a pioneering long term marketing vision which could really break the mould and we’re delighted to be a part of their team. With our bespoke knowledge of the Festival de Cannes and our international brand expertise we are perfectly positioned to devise and implement a strong PR campaign which will not only work across Europe but will live way beyond the two week festival.”