The CrossCountry rail network has appointed McCann Erickson Manchester as its public relations agency following a five-way pitch.

The agency takes over the account from Manchester-based incumbent, Citypress.

The appointment follows the rail franchise's advertising account being moved into McCann Manchester in January. The McCann PR team will work with the agency's wider team to develop fully integrated campaigns.

McCann will support external relations managers Gilly Hamilton and Stuart Henry in a bid to raise awareness of the CrossCountry brand throughout Britain and position the company as a leading public transport provider of choice to both business and leisure travellers.

The account will be headed up by McCann's PR development director, Jim Rothnie, supported by senior account director Abi Whitfield who will advise CrossCountry on its national and regional PR strategy, and develop its social media strategy.