The brief, issued by the council in collaboration with the local business improvement body Camden Town Unlimited, has called in locally based Frank PR to communicate the positive aspects of the area and to attract visitors.
Frank has developed a smartphone app that showcases the best the area has to offer to residents and tourists.
Fronted by celebrity guides who have a connection with the area, the interactive Camden Town app enables users to discover Camden while they stroll through the area.
The first ‘channel’ of the app, which recommends the best places to shop in the area, is hosted by Red Or Dead founder and entrepreneur Wayne Hemingway, whose first sales experience in London was on a stall in Camden Market.
Camden Town Unlimited chief executive Simon Pitkeathley said: ‘We wanted to move quickly to eradicate any perceived stigma attached to the area and commission a piece of work that would shout about all the wonderful things Camden has to offer.
‘We are absolutely delighted with the response to the app so far. The download figures are beyond expectations.’
Frank chairman Graham Goodkind said: ‘The brief provided us with an interesting challenge of trying to shift perceptions of Camden from crisis to credit.
‘Our approach was to focus on the positives and the amazing and eclectic mix that is Camden Town.’
The app is free to download at the iTunes store and can be found by searching for Camden Town.