Diffusion has been briefed to raise the profile of the attraction and promote a series of special installations to visitors during 2016.
The agency will deliver a campaign that will "first focus on the launch of The View from The Shard’s Summer Botanical Garden, via a series of creative activations across national, consumer lifestyle and travel trade media", a press release said.
Diffusion will also develop a series of social campaigns and online influencer engagement, to help the attraction retain its position as a premium destination for local, national and international visitors.
In 2012, Kallaway PR won a pitch to handle PR for the launch of The View from The Shard, alongside agencies M&C Saatchi, Event Communications and Carat. For the past year, PR for the attraction itself has been handled in-house, while Edelman is listed on The Shard's website as the PR for the building as a whole.
Stacey Wright, PR and social media manager at The View from The Shard, said: "We were searching for an agency that could give us the best of both worlds; deep travel and attractions experience alongside the creativity to help The View from The Shard really stand out. Diffusion delivered on both fronts."
Throughout 2014 and 2015, the attraction has hosted a range of experiences including silent discos, yoga mornings and London’s highest picnics with Fortnum & Mason.
Karl Webster, head of travel and leisure at Diffusion, added: "The View from The Shard has quickly become an icon and ‘must do’ item on the list of every visitor to London. The attraction is continuing to push the boundaries of what you can experience at 800ft, through groundbreaking creative installations and innovative brand partnerships."