PHD North and Posterscope Manchester have booked four-week commuter packages across CBS Outdoor's LCD screen network, cross-track projectors and digital escalator panels on the London Underground to promote the region.
Philip Parkinson, North West business director at CBS Outdoor, said its Tube digital inventory provides the perfect opportunity to target "culture vultures" on the move.
Along with the Manchester International Festival, the campaign promotes tourist destinations in the North West including the Lake District, Chester, Liverpool and Blackpool.
Jason Spencer, managing director of PHD North, said the campaign enables NWDA to reach a cultural audience seeking short-break inspiration in the current economic climate.
Spencer said using multiple messages across different formats creates impact, allows for increased creative scope and lets NWDA talk to the audience across their daily commute.
Events at the Manchester International Festival in July include Rufus Wainwright's first opera, Opera Prima Donna, and Damon Albarn's follow-up to Monkey: Journey to the West - It felt like a kiss.