Exposure called in by Merlin Entertainments Group to promote London Eye

Exposure has been brought in to promote the UK's most visited paid-for tourist attraction, the London Eye.

Hot spot: London Eye is Britain's most visited paid-for attraction
Hot spot: London Eye is Britain's most visited paid-for attraction

Merlin Entertainments Group has charged the agency with handling UK consumer PR for the EDF Energy-sponsored London Eye, following a competitive pitch.

The agency will run the attraction's UK press office and develop creative campaigns to support seasonal activity such as Eyeskate, the winter ice-skating rink located next to the London Eye's South Bank site.

Merlin is looking to build on the reputation of Europe's largest Ferris wheel as a London landmark and increase interest in its wider experience packages.

The agency will also promote the London Eye river cruise packages, which include the Bonito Sightseeing cruise and London Eye Barracuda boat.

Exposure will work on other London Eye premium product launches due to start next year, which will be similar to those already offered such as the champagne experience and the Hotel Chocolat tasting experience.

Hill + Knowlton Strategies previously held the account.

EDF Energy London Eye head of comms Sahrette Saayman said: 'We have a policy of changing agencies every four to five years to ensure we keep the perspective on promoting our attraction fresh.

'For the past six years, however, we have been working with H&K as our consumer PR agency. Although we were due to change more than a year ago, we felt it was safer to embark into an important year such as 2012 with an agency that has the experience in supporting us.'

EDF signed a three-year deal with Merlin Entertainments to sponsor the London Eye for an undisclosed sum in January last year and centred much of its Olympic sponsorship on the attraction.

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