Press release: 1996-02-02: NEWS: Mustoe Merriman and Motive win pounds 1m Segaworld work

This is an unaltered copy of a press release, for use as a primary source on Sega Retro. Please do not edit the contents below. Language: English Original source: www.campaignlive.co.uk

February 02, 1996
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.

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.