The troubled Millennium Dome is likely to retain its ’one amazing
day’ ad slogan, despite the management turmoil which ended with the
departure of its chief executive, Jennie Page.
But Page’s replacement by Pierre-Yves Gerbeau, the former vice-president
of Disneyland Paris, is expected to result in the Dome being advertised
more as a leisure attraction.
One of Gerbeau’s first meetings after taking over the job on Monday was
with Sholto Douglas-Home, the Dome’s director of marketing and
He is understood to have no plans for early talks with M&C Saatchi, the
Dome’s above-the-line agency, indicating that advertising is not a high
priority with him.
Instead, he is believed to be going ’back to basics’ by ensuring that
everything in the Dome is working so well that it cannot be criticised,
coupled with a charm offensive on journalists.
The need to boost visitor numbers will ensure that advertising -
including a major doordrop campaign through Claydon Heeley - continues.
But the campaign is likely to be price-led and aimed at young
M&C Saatchi is understood to be pressing for the ’one amazing day’ line
to be kept. ’It should stay because it’s true,’ an industry source
Nobody is expecting an agency review. ’There’s no time,’ an NMEC source