MW - which represents local businesses and all councils in Merseyside - has briefed Creative Concern to design a logo and messaging for the area, which stretches from Southport to Liverpool.
'This beautiful, relatively undiscovered coastline is unpromoted and there are good opportunities to increase visitor numbers,' said Creative Concern MD Steve Connor, who is leading the account.
The coastline boasts one of the country's last red squirrel reserves and Georgian and art deco architecture.
'When people in Merseyside consider a weekend visit, we want Sefton to be the fourth option after the Pennines, the Lake District and North Wales,' Connor said.
Part of Creative Concern's recommendations are likely to include an ongoing publicity campaign, he added.