Online identity company miiCard has tasked Edinburgh PR agency Hot Tin Roof with building trust and reputation in the brand.

Targeting the global retail banking market, Hot Tin Roof will aim to build trust in the company, which soft launched its digital passport last month.

The campaign will be delivered in two phases, the first targeting the retail banking industry and the second will educate the consumer market and changing perceptions around online trust and security.

The company aims to strengthen online trust to its customers, which will track, monitor and take control of the user’s identity.

Sarah Lee, director of Hot Tin Roof, explained:  “The key challenge for this campaign will be to establish trust for the miiCard brand and educate the market place.  There is a clear need for this product and it is essential that we move quickly to raise awareness and capture significant market share.  The potential for miiCard to change the way we buy financial products is enormous and this is a fantastically exciting campaign to work on.”