The city's recently formed Brighton Business Improvement Partnership (BIP) has brought in local agency The Priory Partnership for the offensive.
The agency's five-year contract has fees of £300,000.
Priory director Paula Seager said: ‘North Laine, the Lanes and North Street are well known for being quirky and fun and we want to build the image of this unique district.'
Events lined up include a local fashion week, the switching-on of the Christmas lights, and a food-and- drink festival. In addition, the city's official website has also been earmarked for a revamp.
BIP, a public-private partnership, was formed earlier in the year. It comprises the city council, local bodies and 300 businesses located in the city.
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