Brook Wilkinson is to lead the PR campaign to tempt British visitors to
two leading London tourist attractions - Madame Tussaud’s and the London
The agency beat Mark Borkowski PR and Cohn & Wolfe to the account.
Earlier contender Jackie Cooper PR withdrew before the final round.
Brook Wilkinson’s planned campaign, thought to be worth around pounds
100,000, with fees making up 70 per cent, will aim to reposition the
attractions as an essential part of any visit to the capital.
Madame Tussaud’s UK marketing manager Nancy Mitchell said that PR would
be a key element of a campaign to make the sites as much of a ‘must do’
for British tourists as for foreign visitors.
Mitchell said that the UK PR would complement overseas campaigns run by
Edelman PR Worldwide and Manning Selvage & Lee.
She said that BW had pipped the other agencies due to its combination of
‘well thought-through strategic planning with highly creative thinking’.
BW managing director Sally Ann Wilkinson said she was delighted with the
win. ‘We have come to know the sector well through our work, over the
last year, for Madame Tussaud’s sister attraction Alton Towers but this
poses a whole new set of exciting challenges and opportunities.’