Children’s specialist Rare Communications has been appointed by Simon Cowell’s division of Sony BMG to join its roster of PR agencies.

Rare has been brought on board to the SYCO Music division to promote the launch of X-Factor finalists Same Difference’s debut single and album.

Rare’s remit is to identify and secure opportunities to assist in building the brand’s awareness among the kids and parents markets, specifically online.

The decision to extend Sony’s core PR agency roster follows the growing popularity of the X Factor artists among younger audiences.