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Merlin Entertainments plc appoints Thrive PR to build LEGOLAND® Discovery Centre launch strategy

thrive pr + communications has been appointed by Merlin Entertainments plc to launch the Southern Hemisphere’s first LEGOLAND® Discovery Centre. After a competitive pitch process, the agency will deliver a campaign to promote a number of milestones in the LEGOLAND® Discovery Centre’s development and the opening in Autumn 2017.

The LEGOLAND® Discovery Centre will be located within Australia’s largest shopping centre, Chadstone – The Fashion Capital and will be the ultimate indoor LEGO® playground.

Confirming the appointment, Scott Lee, Marketing Director, Merlin Entertainments plc, “Merlin Entertainments plc is thrilled to be opening LEGOLAND® Discovery Centre in 2017 and we wanted the best PR Agency to develop and implement the communications for the launch.

“We’re excited to be working with the team at Thrive PR. They delivered a comprehensive, creative and strategic proposal and we are looking forward to seeing it come to fruition. There are a number of milestones to share along the way and Thrive will deliver a consumer PR program, a series of launch events and a dedicated social media campaign that will engage the media and our target markets.”

Leilani Abels, Managing Director at Thrive said, “We are proud to have the opportunity to work on such an exciting campaign with another global brand added to our stable. LEGO® is one of the most recognised brands in the world and Merlin Entertainments plc is synonymous world over as a leading name in location-based, family entertainment. This appointment is testament to the quality work that the Thrive team delivers as an independent ANZ agency.”

LEGOLAND® Discovery Centre campaign began immediately and Thrive will direct the communications from its Melbourne office.

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