Golley Slater’s Edinburgh office was brought in for the work and will be targeting those living within a three-hour drive of the area.
Lanarkshire Tourism Marketing Partnership is an EU-funded body involving local councils and business groups.
The campaign will run until March next year, with initial work including a media relations campaign that focuses on a number of events taking place in the late summer and autumn.
This includes the Hamilton Jazz Festival in September and a firework event on 5 November in Motherwell.
Another focus will be on promoting the New Lanark Unesco world heritage site, according to Golley Slater account director Annie Pugh.
Golley Slater is working with in-house PR teams of partnership members including North Lanarkshire Council.