London attraction enlists agency help

The London Bridge Experience has called in Captive Minds as it aims to establish itself as one of London's top ten tourist destinations.

Captive Minds won the 12-month account after a three-way pitch. It will handle both consumer and trade press, stressing the educational side of the attraction.

The news comes weeks after rival The London Dungeon handed a consumer account to Freerange Communications after a five-way pitch.

The London Bridge Experience was opened to the public in February. It charts the 2,000-year history of the bridge, using actors and Hollywood-style special effects.

Part of the attraction, the London Tombs, is set in the catacombs of plague victims and more than 30 skeletons had to be removed during construction. Its grisly location will be highlighted to differentiate it from rival 'terror' museums.

The attraction is particularly keen to establish stronger relationships with student operators and organisations such as the British Educational Travel Authority. It is currently working alongside education consultants to develop teacher packs in line with the National Curriculum.

Captive Minds has been given a £120,000 budget for the first six months to target the travel trade media - both foreign and domestic travellers - and run a broad consumer campaign.

It will focus on key trade PR titles and travel trade shows including the World Travel Market to try to establish key trade partnerships.

It is also planning to launch a heavy consumer campaign through tourism publications, London-centric media and the travel sections of UK regional media to entice visitors from the UK.

Captive Minds was formed in 2002 by Alex Rayner and Marcus Chidgey. Exclusive PR previously held the account.

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