PR agency Rewired has won the brief to promote Birmingham leisure attraction Millennium Point.
The Jewellery Quarter-based agency will work alongside in-house marketing and communications team to develop and deliver its press and media relations strategy.
Account director Keith Gabriel said: "Eastside is arguably Birmingham's most exciting district, both in terms of the creative institutions already thriving there and as the likely hub for HS2 in the West Midlands.
"Millennium Point's location at the heart of this activity unquestionably makes it one of the city's most important places.
"We're honoured to support an organisation that is so vital to Birmingham's future."
Millennium Point operates The Giant Screen cinema and is home to the ThinkTank science museum and faculties of both Birmingham City University and Birmingham Metropolitan College.
It also plays host to projects including Birmingham Made Me, Birmingham Independent Food Fair and the world premiere of choral performance 'Crowd Out'.
Rewired will assist in the promotion of these events and also provide communications to support Millennium Point's role within the developing Eastside Quarter.
Neil Anderson, director of marketing, communications and events at Millennium Point, added: "This year we are delivering a huge, exciting series of events.
"Appointing Rewired has been an important decision for us and comes at a time when we are furthering our reputation as a destination of significance and importance to the city of Birmingham and beyond."