Legoland appoints Shine

by Hannah Marriott , PR Week UK 25-Feb-08, 10:21

Windsor-based theme park Legoland has appointed Shine Communications after a four-way pitch.

Legoland - which was acquired by Merlin Entertainment Group in 2005 - has handed the consumer agency two projects, worth £50,000 in total.

Shine will promote Legoland's new Land of the Vikings attraction in March. It will also aim to win column inches through a World Record attempt, to be held at LegoLand in May.

LegoLand Windsor PR manager Alison Bledge said Shine would focus on ‘our key messages of active participation, self-expression, stimulating imagination and learning through play.'

3 Monkeys, Siren PR and Clarion Communications also pitched. Shine is Legoland's first retained agency.

Merlin Entertainment Group also runs Madame Tussauds and the London Eye.