The Cult directors open VR-focused agency Cultural Reality Co.

The Cult PR directors Charli Morgan and Matt Glass have announced the launch of a new agency focused on unlocking the marketing potential of virtual reality (VR) technology.

Called Cultural Reality Co., the company will offer consultancy services to journalists, media, PR and marketing businesses to help them devise the best ways of using VR within their fields, reports Gorkana.

It will be based at The Cult PR's London Bridge office and has already established a partnership with VR production studio Infinite360, with a second studio partnership based in New York expected to be announced soon.

The new business has been launched ahead of this spring's consumer release of the Facebook-backed Oculus Rift VR headset, which is expected to play a key role in bringing VR to the mainstream.

Ms Morgan said: "We are perfectly placed to work with journalists, newspapers, brands and celebrities to help them tell their stories in an incredible, immersive and groundbreaking way."

Other VR devices that will be hitting the market soon include the HTC Vive and Sony's PlayStation VR accessory for the PlayStation 4 games console.