London's Red Lorry Yellow Lorry has scooped up global PR duties for Los Angeles-based Panavision, which provides end-to-end production equipment and post services for the episodic, commercial and feature film markets.

The PR program will focus on expanding awareness of Panavision’s brands among cinematographers, producers, directors and emerging filmmakers through a strategic content marketing and media relations campaign targeting national business media as well as film and television trades.

Red Lorry Yellow Lorry Los Angeles director Kim Willsher will lead the account teams in LA and London.

Panavision chief marketing officer Lesley Kantor said RLYL's experience of expanding the media reach of B2B brands combined with its on-the-ground presence in the company's two biggest markets as reasons for its winning the business.

RLYL also has offices in Boston and Berlin.