Mustoe Merriman Herring Levy has netted the pounds 1 million Segaworld
account after a four-way pitch against Leo Burnett, Leagas Delaney, and
Knight Leach Delaney.
Segaworld, described as a hi-tech indoor theme park, opens this summer
at the Trocadero in London, with a multi-media campaign set to break
during June and July, in advance of the opening.
Damian Horner, the business development director at Mustoe Merriman,
said: ‘Segaworld is a part of the future, so we don’t want to destroy
its image by being conventional. As well as using traditional media, we
will create our own media sites, to build a radical and innovative
Bartle Bogle Hegarty’s media arm, Motive, teamed up with Mustoe Merriman
to win the Segaworld business, the first time the two shops have worked
The two are working on creative and strategic plans to target three
separate groups - London workers and residents, national visitors and
James Bidwell, the head of marketing for Sega Amusements Europe,
stressed that he had appointed Mustoe Merriman on a long-term basis, not
just for a launch campaign. He said: ‘The agency immediately gelled with
the way we think, and approached the project from a very creative point
Segaworld is being built across four floors of the Trocadero, and will
contain six major ‘virtual’ rides.