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
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.