Merlin appoints The Academy to target 'thrill-seeker' audiences at Alton Towers

Merlin Entertainments has appointed The Academy to handle PR for Alton Towers Resort, following a competitive pitch.

Galactica attraction at Alton Towers
Galactica attraction at Alton Towers

Incumbent agency Mischief, which The Academy co-founder Mitch Kaye set up in 2006, mutually agreed to part company with the theme park last month.

The Academy has been appointed on a retained basis until the end of next year, and has been tasked with promoting new and existing features at Alton Towers Resort.

The agency will also create work that targets families and younger, "thrill-seeker" audiences, Kaye told PRWeek.

The account will be led by The Academy director Charlotte Brooks, with the agency reporting to Alton Towers Resort marketing director James Walker.

He said: "It's a really exciting year for Alton Towers; we have really ambitious plans and wanted an agency who are both strategic and creative enough to help us deliver them."

The Academy Group, which now comprises three agencies, expanded by 31 per cent in 2016 and recording revenue of just under £4m, according to the PRWeek 2017 Top 150 Consultancies table.

Its consumer division, Shine, counts Morrisons, WWE, Disney, Amazon and Domino's among its current roster of clients.

Read next: Three new agencies and more to come: How The Academy is quietly building a PR empire

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