Merlin Entertainments and Blackpool Council appoint Brazen PR to help town move away from stag-party image
Merlin Entertainments Group and Blackpool Council have appointed Brazen to handle the PR around a new campaign to change the way families think of Blackpool as a holiday destination.
Brazen won the brief having previously worked with Merlin on the launch and support of its attractions in the town including Madame Tussauds, SeaLife and Blackpool Tower.
The agency has been tasked with promoting the planned TV and digital advertising.
Specifically, Brazen’s brief is to “communicate that the much-loved seaside town has the potential, and the vision, to once again become one of Europe’s leading family holiday destinations”.
“We want to re-engage families that used to visit the resort and are now put off by negative perceptions and also to stimulate families and younger couples for whom Blackpool isn’t a consideration,” explained Nicky Marsh, midway marketing director for Merlin.
“As regeneration starts to become more evident, and with a significant investment in the town, this is an important project for us. Brazen was the natural choice, they have a proven track record in destination marketing and a fantastic passion for the resort, evident in every creative idea.”
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Brazen owner Nina Webb said the challenge lies in changing the negative perceptions that are still being fuelled by the media.
“In recent years the resort has suffered from a decline in reputation which is currently being further exacerbated by some media, regardless of significant investment into the promenade and the immediate sea front area,” she said.
“We want to encourage people to see reconsider Blackpool, drop the tired filter that adulthood drapes across the lens of old memories and see today’s Blackpool – technicoloured, exciting, new and bold as a modern seaside resort, more relevant than ever.”