Council comms manager Shona Parsons said: 'The council had a small budget in the past which went to the region's tourist information centres. Yet research shows only 25 per cent of people
using them are visitors.' The other 75 per cent are locals asking about public services.
The council has designed a tourism website and briefed French Jones to encourage usage, Parsons added.
The council also wants to increase the number of people using the internet to book places to stay.
The campaign will target local, regional and consumer press and specialist titles such as cycling and rambling magazines. French Jones will also support Henley's first food festival in April as part of the £150,000 brief.
The account will be led by MD David Bandey.