The four-month media relations campaign by Brahm kicks off in April as City Lit moves into new custom-built £21m premises in Covent Garden.
It wants to take advantage of the modern facilities in central London by reaching out to 25 to 45-year-old urban professionals through London lifestyle press.
Specialist press for the disabled and deaf will be targeted to promote the accessibility of the centre.
Brahm will also look for news hooks in City Lit's 85-year history, promoting the modern nature of courses on offer. In the past, the organisation was known for more old-fashioned courses, such as beekeeping.