Consolidated Communications, Cohn & Wolfe and The Idea Generation have all secured a place on its list. They replace Bite Communications, LU's sole agency for the past three years.
The operator of the world's oldest underground transport system is looking to dispel its reputation for under-performance and poor maintenance.
Consolidated and C&W will handle comms around LU's multi-billion-pound investment programme to upgrade infrastructure, scheduled over the next ten years. Other briefs include promoting the reopening of Wembley Park station, adjacent to the new national stadium, as well as passenger safety and off-peak travel.
Arts specialist The Idea Generation will publicise the Underground's cultural initiative Platform for Art.
The agencies will support LU's six-strong media team, which will continue to lead the response to situations such as strike action or terrorist attack.
'Since I arrived in 2003 I have wanted to put together a roster rather than have a retained agency,' said LU head of comms Andrew Jones.
Contracts have been awarded for two years with PR spend totalling £150,000 a year. Six London-based agencies were shortlisted, with pitches handled by AAR.