NEWS: Consolidated rides into Segaworld

Sega Amusements Europe this week drafted in Consolidated Communications to promote its pounds 45m space age theme park Segaworld, due to launch this summer.

Sega Amusements Europe this week drafted in Consolidated Communications

to promote its pounds 45m space age theme park Segaworld, due to launch

this summer.



Consolidated won the estimated pounds 80,000 fee account in a pitch

against three others including Freud Communications, Sega UK’s former

agency which had been handling PR for Segaworld on a project basis.



The review was prompted by the arrival in November of a new marketing

head for Sega Amusements - the division responsible for marketing the

Japanese giant’s entertainment centres - in the form of James Bidwell.



He told PR Week that Consolidated’s appointment as full-time agency for

Segaworld reflectedthe ‘unique’ nature of the project.



The interactive ride centre will be the Europe’s first indoor hi-tech

theme park occupying 100,000 sq ft in London’s Trocadero.



The agency has been briefed to sustain interest in Segaworld beyond its

launch targeting both UK customers and tourists visiting London.



‘PR is crucial to Segaworld’s long term success,’ said Bidwell, who

hopes to open similar ventures across Europe in the future. He will

announce the appointment of an advertising agency next week.



Meanwhile the Trocadero, jointly owned by Sega and Trocadero PLC, has

hired Freud Communications on a three-month contract to promote a series

of events in the centre which attracts 16 million visitors a year.



The agency has handled short term contracts for the Trocadero since

1993.



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