Madam Tussaud’s, London’s most popular tourist attraction, is on the
hunt for a PR agency to tap into the home market.
The waxworks museum has invited three agencies to pitch this week for a
year-long campaign to challenge the perception that it is primarily
targeted at overseas visitors rather than the local population.
The move follows the appointment of agencies in three key overseas
markets - Manning, Selvage and Lee in France and Germany and Edelman PR
in North America. This is the first time Madame Tussaud’s has considered
hiring a PR agency in the UK on a retained basis.
The campaign will concentrate on London and the South East, although it
aims to attract visitors across the UK by highlighting the latest
attractions, starting with the re-opening of the Chamber of Horrors next
‘Most people last went to Madam Tussaud’s on school trips and assume it
will always be there, so they put off visiting,’ said the museum’s press
officer Diane Robertson.
‘We want to encourage them to come back and see what we have done.’
The agency will also provide support to Robertson, who is Madam
Tussaud’s sole PR executive and who admitted that her role had become
‘largely reactive’ because of the number of enquiries.