Event organiser Nova has handed the agency a four-month brief for the half-marathon, which has a record number of places this year.
Agency head Elisabeth Lewis-Jones and account manager Jon Perks will lead the account.
Lewis-Jones, who will report to Nova comms director David Hart, said the focus was on emphasising that more runners than ever could take part.
This expansion from 18,000 to 20,000 places will include the creation of junior categories for children aged three to 16 years old.
She added: ‘Work will be very much media relations focused, with a corporate element as well.
'This will include work with local authorities and schools, as well as clubs. We will also be encouraging businesses to take part and race against one another.’
Nova was founded in 1988 by former Olympic medallist Brendan Foster and runs events including the Bupa Great North Run and the Great Manchester Cycle.
Last year's brief was overseen by Willoughby PR.