The agency has been brought on board for a 12 month integrated account that aims to increase numbers taking the tour and raise public awareness. The account is believed to be worth six figures.
Shine will handle strategy around its digital and traditional above the line work, digital work and a traditional PR campaign. It will target the lucrative tourist market alongside football fans and families.
Wembley PR and communications manager Kirsty Ball said: 'Shine's challenge is to maintain a consistently high level of visitors throughout the year by promoting the stadium as a destination and building awareness of the Stadium Tour among football fans, families and visitors to London.'
The 90-minute behind-the-scenes tours launched in 2007. Shine is the first agency to be appointed.