Merlin Entertainments seeks agencies to support attractions including London Eye

Merlin Entertainments, the group whose portfolio includes Alton Towers, the London Eye and more than 100 attractions across 23 countries, is looking for several PR firms to handle properties in London, PRWeek has learned.

Merlin: PRs can Eye a new account with some of London's most prominent attractions
Merlin: PRs can Eye a new account with some of London's most prominent attractions

The group wants a new agency roster in place by the end of September to support Madame Tussauds and the London Eye, as well as other London attractions. This will include retained agencies, and a roster of firms to be called on for seasonal projects and campaigns.

Madame Tussauds and the London Aquarium are currently handled by Freerange Communications, which will close in the autumn, while the Eye account has been with Exposure since 2012.

Interested agencies should contact the the Merlin Entertainments press office directly.

Exposure will not be asked to repitch, with PRWeek understanding Merlin is looking for fresh ideas, but both it and Freerange will carry on work until the new appointments are made. Exposure’s digital remit remains across the aquarium and Merlin theme parks Alton Towers and Thorpe Park.

Chloe Couchman, head of PR for the attractions in question, said the agency search followed a push by the Merlin in-house team to implement new PR systems and measurement.

It also follows the appointment of new group corporate affairs chief, Diageo veteran James Crampton, in March.

Couchman told PRWeek that the company wanted to find agencies that were "creative and responsive but also understand the power of shareable content", and were capable of "strong" experiential launches.

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