The commercial arm of the BBC has handed what is believed to be a six-figure brief to Taylor Herring following a competitive pitch.
The entertainment specialist has been hired to promote a series of new brand extensions scheduled to be launched during the next 18 months.
Previously, BBC Worldwide handled this work in-house, but has employed an agency because of the volume and scale of the new initiatives.
The first of these projects is a stage show that will tour nine cities throughout the UK and run for a four-week period beginning in October. The show promises to deliver a ‘spectacular audio/visual experience' featuring live music, special effects and appearances from the show's most popular monsters.
Taylor Herring's managing partner, Peter Mountstevens, said much of the campaign detail was being kept secret, but there would be a national campaign supported by activity in the regions.
He said: ‘This will include stunt activity featuring the monsters, a digital strategy to reach established fans and families, and working closely with the live events team and the individual venues' PR teams to maximise ticket sales.' Mountstevens is leading the account alongside Emma Wright.
The agency will report to Philip Fleming, BBC Worldwide's head of communications for global brands and home entertainment. He said: ‘Taylor Herring's knowledge of the Doctor Who brand, its creativity and passion for the show really shone through at the pitch stage.'
Taylor Herring handled the PR for the TV programme from 1996 to the end of 2009.
Premier PR now manages PR for the show.
The show starts at Wembley Arena on 8 October. It then visits Sheffield, Glasgow, Birmingham, Manchester, Nottingham, Cardiff and Liverpool before finishing in Belfast on 7 November.