Purple Tangerine, the sponsorship, marketing and PR agency, has been hired to support The Heart of Hollywood – a showcase celebrating the golden age of Hollywood.

The show premieres in London in June and will run for four weeks, it is the first stop of a world tour that will visit 60 cities over the next five years.

The centrepiece of the show is a worldwide symbol of the entertainment industry – the original 45-feet (14 metres) tall, 95 ton iconic H from the original Hollywood sign, which stood tall in the Hollywood Hills from 1923 until 1978. The attraction stands taller than four double decker buses.

The world tour is planned so that at the end of the five years it will be 100 years since it was first erected. This year is the 40th year since it was last seen in public. Celebrity appearances, Hollywood movies and a laser and light show will be projected on to the original H, the show will also feature live stage entertainment.

Alongside the H will be the world’s largest touring collection of Hollywood memorabilia on loan from the Hollywood Museum and the private collection of the US artist and tour creator and organiser, Bill Mack.

The attraction will also include a viewing platform for visitors to take selfies, a Hollywood shop where visitors can purchase art and gift items, an American themed café and a special Hollywood art gallery.

Purple Tangerine has been appointed to promote the event,  secure a high level of sponsorship and engage with London’s film industry and American community. The company has also been tasked with selling and managing a limited number of corporate events to be staged around the iconic symbol.

This month the team will start looking to secure a title and host sponsor alongside a range of official supplier and media partners. A limited number of evening cocktail parties with a full Hollywood show and a selection of corporate breakfast and lunches will be available.

Head of press at Purple Tangerine, Murray Harkin, will manage The Heart of Hollywood World Tour press office, promoting the attraction as a showcase of the grandeur of Hollywood. The programme will include a major consumer press and publicity campaign, an engagement programme to partner with film PR companies, film press offices, key film councils and the various film associations and a programme to reach out to schools, Americans in London, celebrities in the UK and the meetings and incentive industry.

Nigel Jones, managing director of Purple Tangerine, commented: “It’s a privilege to be working with Bill Mack and his team to bring one of the most famous structures in the world to London, giving the UK a chance to relive the golden age of Hollywood and see for the first and last time one of the most iconic signs and collection of memorabilia ever seen in this country.”