Dome ad strategy in turmoil as Gerbeau goes back to basics

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.

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

communications.



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

families.



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

said.



Nobody is expecting an agency review. ’There’s no time,’ an NMEC source

said.



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