The Gloucester Heritage Urban Regeneration Company has brought in the agency for a three-year campaign. DTW will promote the company's work to develop derelict land and redevelop the city's listed buildings.
'Gloucester is one of the oldest cities in the country and has played a significant role historically. Now there is a chance of a renaissance,' said Gloucester Heritage head of policy and partnerships Peter Wynn.
Regeneration projects include a proposed £80m development of Gloucester Quays, which could provide 1,000 new homes and retail space.
DTW has been briefed to promote Gloucester to tourists interested in English heritage, and shoppers.
The agency said it will carry out a perception audit to assess what residents, businesses and local and national media think about the city, the origins of which date to the 1st century AD.
It will then form a marketing alliance with private and public sector partners in the city before overseeing a national and regional
'I am not aware that Gloucester has a reputation outside the city – that is the most exciting thing about this brief ,' said DTW director Robin Treacher.