The campaign will begin next month, to coincide with the centenary of Oxford Street department store Selfridges on 15 March, and culminate on 23 May in an as-yet-undisclosed consumer event.
Oxford Circus will be pedestrianised for the occasion, which will include an exhibition showcasing the West End over the past 100 years.
Organisers are aiming to reverse declining footfall in the district, which has been exacerbated by last October's opening of the Westfield shopping centre in West London and the recession. About 1.5m people visited the West End for its last traffic-free shopping day, at Christmas.
Linda Ewing, managing director of Media Circus, the agency organising the event for the New West End Company, said: 'The type of advertising would depend on the sponsor taken on for the campaign, but would most likely include ads in the Evening Standard, on a London radio station, at train stations and on Tube panels.
Past sponsors for the West End's VIP days and Christmas lights include finance brands MasterCard and Visa, and film companies Disney and Twentieth Century Fox.
A media partner is also being sought for a long-term promotion across the West End.
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