The Festival Theatre in Edinburgh has appointed Hot Tin Roof to develop an online PR campaign to promote Quadrophenia which will be running at the end of May.

This is the first major appointment for the agency’s online division since its launch last month and will see it look to engage influential sites, engage bloggers and communications while also utilising social media and online press release distribution to raise the show’s profile.

Sarah Lee, managing director of Hot Tin Roof, said:  “Online PR is still so new – it is in a constant state of flux with new opportunities opening up all the time.  The PR industry has been talking about online for a long time but it is only in the last few months that demand has been there from clients and it is this change that that is really driving online PR forward.”