LONDON: Chessington World of Adventures has awarded its consumer PR account, understood to be worth a low-six-figure sum, to Frank PR.
Frank has just started working for the Merlin Entertainments-owned resort, which is located in Surrey, UK, and includes a zoo, theme park, and 150-bedroom hotel.
Chessington invited agencies to compete for the business as its contract with Clarion Communications neared its end. Clarion, which has worked for Chessington since January 2011, decided not to re-pitch.
Frank came out ahead of 15 agencies that submitted proposals for the work and were narrowed down to five invited to make presentations.
The important ingredient in Chessington's selection process was creativity, according to resort PR manager Becky Elkin.
“We wanted to appoint a creative agency that really understood our target audience and could take the PR of our brand to a whole new level, something Frank PR really impressed us with,” she said.
The agency will be tasked with launching and supporting developments at the theme park and hotel in the next 12 months. It will also promote Chessington's newest attraction, Zufari, which opened in March and is a safari ride in off-road trucks where visitors can see animals including rhinos and giraffes.
Frank PR group MD and founder Andrew Bloch said the agency will also consult on social media strategy and an SEO plan to grow the resort's footprint.
“We really enjoyed working with the team at Chessington and have shared a very productive few years of activity,” said Clarion MD Amanda Meyrick
This story originally appeared on the website of PRWeek UK.