The Exhibition Road Cultural Group (ERCG) was in talks with four agencies before picking Colman Getty to work with it until October. The ERCG wants to position the area as London's cultural quarter. It is the first time it has used an external agency.
The agency will aim a two-tier campaign at both consumers and specialist arts press, particularly raising awareness of the group's annual music day on 21 June.
The ERCG is keen to introduce a new audience to the area and wants to reach out to a broad range of potential visitors, including families and younger music fans. Colman Getty will target features sections and both local and national radio.
More than 400 acts will perform on at least 20 stages on the music day, which will involve the Natural History Museum, the Royal College of Music and the V&A.
The campaign will also target the arts sector press to raise the profile of the ERCG and its work.
The area is currently the subject of a £30m development to improve infrastructure and increase access. The work is being led by the Royal Borough of Kensington and Chelsea, in partnership with the City of Westminster and the Mayor of London, and is scheduled for completion in 2010.