NEWS: Mustoe Merriman and Motive win pounds 1m Segaworld work

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.

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

campaign.’



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

together.



The two are working on creative and strategic plans to target three

separate groups - London workers and residents, national visitors and

foreign tourists.



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

of view.’



Segaworld is being built across four floors of the Trocadero, and will

contain six major ‘virtual’ rides.



See Diary



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