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The Central Office of Information managed the pitch, which saw Meteorite fight off competition from Tequila, TMW and Chemistry.

Meteorite will work alongside a specialist black and minority ethnic communications agency to help change attitudes and perceptions towards a career in the fire and rescue service among women and ethnic minority groups.

A key objective of the campaign is to increase recruitment of women and ethnic minority staff across the service but it will be focused on changing attitudes rather than on the development of a national recruitment drive.

The campaign will run across a range of media platforms including advertising, online and events.

David Watson, head of marketing at CLG, said: "This is part of a long term campaign that we hope will lead to greater interest in careers in the fire and rescue service from people who might not have ever considered it before."

Emma Janson-Smith, head of planning at Meteorite, said: "There is so much opportunity to shift perceptions amongst these audiences -- a very exciting challenge."