The Lake District National Park is holding a pitch for work that could run for nearly three years.
Neil Solender is the policy adviser overseeing the procurement process, which is funded through Defra.
He explained it was hoped that an agency could help spread awareness and bring in donations to compensate for a 28 per cent drop in Government funding until 2014-15.
He said this would build on recent efforts at increasing branding around the region, which launched its own logo for the first time 18 months ago.
Solender added: 'The brief centres on presenting a stronger face to the Lake District. We are getting better but we have not been brilliant at blowing our own trumpet.
'We are looking for corporate sponsorship and getting high net-worth individuals involved as well as public donation generated through public appeals.'
The successful agency will also emphasise work done with a wide variety of partners including the National Trust.
Solender said that although an initial contract would focus around developing comms plans, a contract of up of 34 months was likely 'for longerterm guidance'.