The site, www.lastingtribute.co.uk, allows visitors to post messages to celebrities and general members of the public who have died.
Nottingham-based agency BCS was chosen to handle PR following a three-way pitch. Fees are understood to be in excess of £60,000 a year. BCS will raise awareness of the website by targeting social media, such as blogs. It will also reach out to local media and new media trade publications.
Trevor Palmer, director at BSC, will be handling the account.