NEWS: Tussaud’s launch PR drive

Brook Wilkinson is to lead the PR campaign to tempt British visitors to

two leading London tourist attractions - Madame Tussaud’s and the London

Planetarium.

The agency beat Mark Borkowski PR and Cohn & Wolfe to the account.

Earlier contender Jackie Cooper PR withdrew before the final round.

Brook Wilkinson’s planned campaign, thought to be worth around pounds

100,000, with fees making up 70 per cent, will aim to reposition the

attractions as an essential part of any visit to the capital.

Madame Tussaud’s UK marketing manager Nancy Mitchell said that PR would

be a key element of a campaign to make the sites as much of a ‘must do’

for British tourists as for foreign visitors.

Mitchell said that the UK PR would complement overseas campaigns run by

Edelman PR Worldwide and Manning Selvage & Lee.

She said that BW had pipped the other agencies due to its combination of

‘well thought-through strategic planning with highly creative thinking’.

BW managing director Sally Ann Wilkinson said she was delighted with the

win. ‘We have come to know the sector well through our work, over the

last year, for Madame Tussaud’s sister attraction Alton Towers but this

poses a whole new set of exciting challenges and opportunities.’