The attraction, owned by Merlin Entertainments, is using the AAR and has approached six agencies to pitch.
The winner will handle the £1 million ad account for the Dungeons in London, York and Edinburgh, as well as for the attractions in Hamburg and the recently opened Amsterdam Dungeon. The work will comprise TV, outdoor and press executions.
Separately, Merlin is seeking an ad agency for its Legoland theme park.
WCRS, Delaney Lund Knox Warren & Partners and Clemmow Hornby Inge are pitching for the £6 million account this week.
A spokesman for Dungeons said: "We are looking for a campaign that will reflect the irreverent personality of the dungeons."