Freerange Communications, the pleasure and leisure specialist, has been brought in to manage all consumer PR around the refurbishment.
Merlin Entertainments Group, the world's second largest visitor attraction operator and the company behind Madame Tussauds and Legoland, bought the aquarium in May 2008.
Merlin will be rebranding the attraction as Sea Life London Aquarium and hopes to position it s a ‘centre of excellence on marine management, conservation, preservation and education'.
Merlin's Sea Life brand includes 28 attractions with over 10 million visitors per year.
Freerange has worked with Merlin in the past and is the retained agency for its London Dungeon attraction.