The battle to promote the next phase in the life of one of Birmingham's most famous buildings has been won by city- based Giraffe Communications.

The company fought off competition from 13 other agencies to land the contract from developer Urban Splash to launch the rebirth of the Rotunda.

Giraffe has cause for double celebration - the business has also landed the PR support deal for an Urban Splash project at Fort Dunlop.

The developer this month started work on a £25 million scheme to turn the Rotunda into a prime city centre place to live.

Giraffe won the PR contract - for an undisclosed sum - with a pitch which aims to make the most of the Rotunda's famous appearance both in the city, the region and the rest of the country.

Director Sarah Hughes said: "This iconic building has stood the test of time and remains an instantly recognisable UK landmark. National media interest is already high."

Tom Bloxham MBE, chairman of Urban Splash, said Giraffe shared his company's "ethos and approach" of a contemporary culture.

The Giraffe campaign will include using national, regional and trade media to build news stories and profile pieces relating to both the Rotunda and Urban Splash.

Central to the publicity drive is the development of "Iconic Instances", a campaign that uses landmark moments in culture and architecture to highlight the stand-out nature of Rotunda.

The listed 40- year- old building is being transformed into 232 contemporary apartments which will shortly be released onto the market.

All of the new homes are expected to be complete by early 2008.

The apartments will be priced between £150,000 and £500,000 and the first flats go on sale on October 15, when a sales marquee will be set up at the Bullring.

Urban Splash say they hope the site will create a community, not an exclusive yuppie area, attracting first time buyers, professionals and local people.

Fiona Woodward-Kelly, Urban Splash's executive director for group marketing said the company had also commissioned the agency to provide PR support for the forthcoming launch of a mixed use development at Fort Dunlop.

Soon to celebrate the start of its fourth year in business, Giraffe Communications was founded by Sarah Hughes after she saw a gap in the market.

She said: "It was clear to me that there was a real demand for big agency experience at small agency prices."

The company uses a virtual network of marketing professionals to meet clients' specific needs.

Urban Splash was Set up in 1993 by Tom Bloxham and Jonathan Falkingham and has created over one million sq ft of residential and commercial space, with another 100 million sq ft in the pipeline.

The company's other developments in the West Midlands include work at Fort Dunlop and Walsall Waterfront.