The agencies have been briefed to create campaigns to promote Britain as a tourist destination to overseas visitors and UK holidaymakers.
VisitBritain will launch international campaigns later this year promoting city breaks and good living. It also plans to run domestic activity for England using relaxing images of the country.
The pitch for the account was overseen by VisitBritain's director of international marketing, Kenny Boyle, and its England marketing director, Michael Bedingfield.
Bedingfield was given the brief of expanding the domestic tourism market by Tessa Jowell, the secretary of state for culture, media and sport.
The UK's domestic tourism is valued at £26.7 billion.
In March, VisitBritain kicked off a year-long press and online campaign to encourage British people to take short breaks in England.