Cube wins £100,000 Polar Express Christmas train attraction brief

Christmas family attraction the Polar Express has taken on Manchester-based Cube PR for a £100,000 PR and marketing brief.

Win: Cube PR director Alison Short at the Polar Express
Win: Cube PR director Alison Short at the Polar Express

Cube won the seasonal account through a competitive pitch and will handle PR, social media, marketing and media buying for the two UK attractions in Dartmoor, Devon and Weardale, County Durham, running up to and during November and December when they are operating.

The attraction, which originates in the US and was introduced into the UK for the first time last year, is based on the Warner Bros-produced film and involves meeting Santa on a vintage train.

The agencies that handle PR for the attraction in the US, Schneider PR and Weber Shandwick, are understood to have been asked to pitch for the UK work.

Cube handled PR for the launch of the attraction last year, generating £1m in ticket sales. The agency has expanded its PR team from three to six with the win, including account manager Stacey Waugh from Touch PR and two PR executives.

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