Member Article

Brazen to burnish Blackpool’s reputation as family resort

Merlin Entertainments Group and Blackpool Council have appointed Manchester agency Brazen to handle the PR aspects of new campaign to change perceptions of Blackpool as a holiday destination.

Brazen has previously worked with Merlin on the launch and support of its attractions in the town, including Madame Tussauds, SeaLife and Blackpool Tower.

The agency will promote the planned TV and digital advertising, to emphasise that the resort “has the potential, and the vision, to once again become one of Europe’s leading family holiday destinations”.

Nicky Marsh, midway marketing director for Merlin outlined the brief. He said: “We want to re-engage families that used to visit the resort and are now put off by negative perceptions and also to stimulate families and younger couples for whom Blackpool isn’t a consideration.

“As regeneration starts to become more evident, and with a significant investment in the town, this is an important project for us. Brazen was the natural choice, they have a proven track record in destination marketing and a fantastic passion for the resort, evident in every creative idea.”

Brazen owner Nina Webb said: “In recent years the resort has suffered from a decline in reputation which is currently being further exacerbated by some media, regardless of significant investment into the promenade and the immediate sea front area.

“We want to encourage people to see reconsider Blackpool, drop the tired filter that adulthood drapes across the lens of old memories and see today’s Blackpool – technicoloured, exciting, new and bold as a modern seaside resort, more relevant than ever.”

This was posted in Bdaily's Members' News section by Simon Malia .