Vardon Attractions has picked D’Arcy Masius Benton & Bowles to handle its 2m advertising account.
The business includes Vardon’s London and York Dungeons and 15 Sea Life Centres, which Vardon claims is the UK’s biggest leisure brand, with more than 4 million visitors each year.
DMB&B won the business following a six-way pitch which included Ogilvy & Mather, Grey London and McCann-Erickson, as well as two regional agencies. The account has previously been split between a number of smaller agencies, including media independent Pawson.
The brief will include work on the launch of Britain’s first major city centre marine life attraction in Birmingham and a Sea Life Centre in Germany.
Last week the company issued a profit warning for its full year results, despite a 17 per cent rise in interim profits. It blames the combination of National Lottery scratchcards cutting into consumers’ disposable income and hot weather keeping people out of their UK Centres.