The appointment comes as Madame Tussauds Las Vegas is venturing beyond its century-long waxworks attraction and expanding into virtual reality to boost footfall. The company, which is renowned for its static depictions of famous and historic people, is looking to create museums of the future with the VR tech.
The new brand repositioning from Atomic will reflect this change.
The work will be rolled out globally with fully integrated campaigns in all Madame Tussauds’ major markets. Smaller site campaigns will feature a heavier focus on digital and social.
Benvon Crumpler, global brand director at Madame Tussauds, said: “Madame Tussauds is a famous and well established entertainment brand that's traded for over 180 years. We're delighted to appoint Atomic to work with us on the communications journey of helping consumers understand that we are no longer a static museum but now offer our guests a variety of fully immersive fame experiences on a global stage.”
Jon Goulding, chief executive officer of Atomic, added: “Madame Tussauds are at a really exciting stage as a business and we’re thrilled that we could help them along the journey, to have the chance to work with such a globally recognised brand is an exciting opportunity.”