The agency is charged with raising the profile of the event. The news comes as LOCOG, which wanted to force the removal of '2012', has dropped its objection to the trademarking of the event.
Lily Pad PR MD Rachel Corcoran said: 'We are delighted to have the opportunity to contribute towards this historic event, which will allow regions across the UK to celebrate everything that is great about Britain during the Queen's Diamond Jubilee. It also provides a vital promotional platform for domestic tourism.
‘By joining forces we want to demonstrate how an effective campaign can achieve far more than expensive initiatives that overburden the taxpayer.'
PR activities include a ‘Britain's Greats’ guerilla campaign to recruit the support of tourist boards and generate votes on a dedicated website. Lily Pad PR will also be responsible for gaining celebrity support.
The founder of the project Julie Benson has spent the past 12 years bringing it to fruition, investing her life savings in the process. Board members include Evelyn Thurby, formerly of The Eden Project, and Phil Soar.