Merlin Entertainments has appointed Brazen to handle the PR and social media strategy for its Legoland Discovery Centres.
The Manchester PR agency will work alongside the Discovery Centre marketing teams in the UK, Europe and US, alongside its local in-country agencies, as it aims to build a strong social media base for the sites in Germany (Berlin and Duisburg), US (Chicago) and UK (Manchester).
A new Legoland Discovery Centre is also set to open next spring in Dallas Fort Worth.
The blueprint of the PR launch for the attraction at Manchester’s Trafford Centre earlier this year will be used for all further launches worldwide while the agency will also look to devise a campaign of activity which will consolidate the marketing activity of the separate centres and increase the brand recognition as a global entity.
The campaign will also recruit worldwide ambassadors for the attraction and aim to engage with online communities including children, schools, fans of the brand and influential parental bloggers.
Rob Smith, Marketing Director for Legoland Discovery Centres, said: “The team at Brazen has led our social media activity, making it a vital element of the launch and our marketing plans moving forwards.
"We understand the power of online engagement and networking for our guests and location based tools such as Four Square and the ever popular Facebook, Bebo and Twitter will be where we’re looking to engage with our fans in the UK, USA and Germany, as we unify activity across the existing four sites and integrate the new attractions as they launch. ”