The publisher has tasked agency St Lukes to develop the campaign along with a redesign of the book covers, after a three-way pitch against undisclosed agencies. Mills & Boon covers were redesigned last year.
More than seven million Mills & Boon books are sold in the UK each year, and the company celebrated its centenary last month.
The publisher launched in 1908 producing general fiction and etiquette guides. However, founder Charles Boon moved the company into romance novels.
The publisher is launching its first line of explicit erotica with a new imprint called Spice, already launched in North America and coming to the UK next year.