Segaworld hands PR account to Red

Segaworld - the struggling pounds 45 million indoor entertainment park in London’s Trocadero - has this week taken Freud Communications off its consumer PR account and handed it to the Red Consultancy.

Segaworld - the struggling pounds 45 million indoor entertainment

park in London’s Trocadero - has this week taken Freud Communications off

its consumer PR account and handed it to the Red Consultancy.



This follows a week of more bad press for the ailing entertainment park,

now in dire need of a good PR boost.



Press reports over the last week have focused on the drop in profit

predictions for Segaworld - a joint venture between Trocadero and Sega -

which have contributed to a severe fall in Trocadero share prices. The

park has been criticised for not attracting the number of visitors that it

initially promised when Sega launched last year.



Freud had been working on the Segaworld business since July last year with

a brief to manage PR during the launch of the park and to help it reach

its goal of 1.7 million visitors in the first year.



Consolidated Communications had previously been working on the account but

resigned it six weeks before Segaworld launched due to ’irreconcilable

strategic differences’.



The Trocadero is a long-retained client of Freud and it is understood that

the agency will continue to work on the Trocadero business.



Segaworld’s PR manager Karin Kelly said: ’We have terminated our contract

with Freud but this is no reflection on the excellent work they did on the

launch and they are a strong agency.



’But it was a question of our budgetary requirements, and we couldn’t

agree on those. And Segaworld’s PR requirements have changed.’



Red will provide the press office function and coordinate some event work,

including the launch of a new corporate entertainment business.



Kelly said that the Red Consultancy’s brief would be to try to rebuild

Segaworld’s reputation ’with consistent solid public relations work to

build up strong exposure for Segaworld in the consumer market’.



But industry sources speculate that the main PR dilemma for Segaworld was

produced by the huge anticipation and positive media coverage built up

around the launch. Reality did not fulfil the hyped expectations.



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