NEWS: Segaworld splits with Consolidated

Segaworld, the pounds 45 million indoor theme park, is to split with its PR agency Consolidated Communications, just weeks before its opening date.

Segaworld, the pounds 45 million indoor theme park, is to split with its

PR agency Consolidated Communications, just weeks before its opening

date.



Consolidated announced last week it will drop the pounds 80,000 consumer

PR contract as soon as Segaworld finds a replacement agency.



The decision is understood to be mutual with both sides blaming

‘irreconcilable strategic differences’ as the reason for the split.



Consolidated has been managing pre-launch PR for the Trocadero-based

centre for six months, targeting tourists and residents (PR Week, 26

January). The agency’s original brief was to help sustain interest in

Segaworld beyond its launch - believed to be set for mid August - in

order to meet the company’s target of 1.75 million visitors in the first

year.



Segaworld PR manager Karin Kelly said the company is now in talks with

consumer PR firms and is unlikely to hold a pitch. Kelly told PR Week it

is looking for an agency with strong media relations experience to

manage the launch as Segaworld’s pounds 1 million advertising drive will

not start until after the opening.



Commenting on the split, Consolidated MD Alastair Gornall said: ‘It’s

been a very exciting project but, unless client and agency are in

harmony, it is difficult to develop the right programme.’



Billed as Europe’s biggest ‘futureactive’ indoor theme park, Segaworld

is being built across seven floors and will feature six interactive

rides.



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