Aylesbury Vale Advantage – the council-led body tasked with delivering its growth strategy – has taken on public sector specialist DTW to handle the PR and marketing campaign.
The regeneration plan is in part funded by the Office of the Deputy Prime Minister.
Other campaign partners include Buckinghamshire County Council, the University of Buckinghamshire and Stoke Mandeville Hospital.
Three agencies pitched for the brief, which is being overseen by the council's head of comms and marketing, Teresa Lane. DTW board director Doug Allan is heading the account.
In October, Aylesbury became one of six cycling 'demonstration towns', allocated £500,000 a year for three years from the Department of Transport's Cycling Initiative to encourage the public to use their bikes more often.
Attenborough Associates has also been retained by AVDC to implement a series of public consultations this and next summer. It will stage exhibitions and workshops to ensure community involvement in the planning of the growth strategy.