Merlin hands The Dungeons relaunch activity to Inferno

Merlin Entertainments has appointed Inferno to relaunch The London Dungeon and The Dungeons brand globally.

The London Dungeon: Merlin seeks to relaunch the brand
The London Dungeon: Merlin seeks to relaunch the brand

Inferno won the business after a pitch and will work on a campaign spanning TV, outdoor, print, trade, point-of-sale, digital and social media.

It will develop a strategic repositioning of Merlin’s pan-European Dungeons portfolio of attractions, where local history is brought to life with actors and special effects.

The appointment follows the announcement that The London Dungeon is to move to a new site at County Hall.

Rebecca Hamilton, the global head of marketing at Merlin, said: "Inferno gave us an impressive pitch presentation and, as such, we’re delighted to be working with them. 2013 will be an exciting year for The Dungeons, with a bigger, better, bolder new London Dungeon opening next to the London Eye in March and a Dungeon opening in Berlin.

"The Dungeons offer such a fantastic experience that leaves you laughing – we needed to work with an agency that could communicate the experience as well as ‘get’ our sense of humour."

Tim Doust, the Inferno vice-chairman and founder, said: "We are thrilled to be working with such a well-loved brand as The Dungeons."

Separately, Merlin kicked off a pitch earlier this month to find an agency to create a 2013 campaign for the EDF Energy London Eye.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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