Sega Amusements Europe this week drafted in Consolidated Communications
to promote its pounds 45m space age theme park Segaworld, due to launch
Consolidated won the estimated pounds 80,000 fee account in a pitch
against three others including Freud Communications, Sega UK’s former
agency which had been handling PR for Segaworld on a project basis.
The review was prompted by the arrival in November of a new marketing
head for Sega Amusements - the division responsible for marketing the
Japanese giant’s entertainment centres - in the form of James Bidwell.
He told PR Week that Consolidated’s appointment as full-time agency for
Segaworld reflectedthe ‘unique’ nature of the project.
The interactive ride centre will be the Europe’s first indoor hi-tech
theme park occupying 100,000 sq ft in London’s Trocadero.
The agency has been briefed to sustain interest in Segaworld beyond its
launch targeting both UK customers and tourists visiting London.
‘PR is crucial to Segaworld’s long term success,’ said Bidwell, who
hopes to open similar ventures across Europe in the future. He will
announce the appointment of an advertising agency next week.
Meanwhile the Trocadero, jointly owned by Sega and Trocadero PLC, has
hired Freud Communications on a three-month contract to promote a series
of events in the centre which attracts 16 million visitors a year.
The agency has handled short term contracts for the Trocadero since