The account will include designing a website to run separately from the existing site www.ukathletics.co.uk, online marketing activity and online media planning and buying. The pitch is being handled by the AAR.
UK Athletics wants to target people at all levels, from clubs to coaches to individual athletes. The site will include a section where athletes can fill in their individual race times, so coaches can spot talent.
It will also include discussion boards, video streaming and data feeds.
Marketing support for the site will include e-mail, viral, games, search and online advertising.
UK Athletics will also be searching for sponsors to support the site.