Clarion has been appointed after a competitive pitching process in recent months, which followed news reported by PRWeek in August that incumbent agency Freerange was to close, with its founder Julia Knight planning to spend more time with her family business Zippos Circus.
The brief for Clarion is to promote the Merlin-owned theme park’s plans for 2017, which include the opening of a new castle-themed hotel on 1 July. Clarion will also support ongoing park news, special events and calendar events, including Halloween and Christmas activities.
The agency will work with Freerange during the handover period until the latter ceases to trade.
Shelley Wyatt, managing partner at Clarion, said: "We’ll have fun, targeted campaigns in support of 2017’s awesome news."
Lauren Moss, senior PR manager at Legoland Windsor, said: "We were impressed with Clarion’s creative response to our brief and the teams’ energy and enthusiasm for the resort really shone through. We’d also like to thank the team at Freerange Communications for all their amazing work for Legoland over the past five years."