Universal sets up Euro unit to push fun park

Universal Studios has set up a London-based marketing department to cover the UK and Europe, as it expands its Florida theme park into a holiday destination, called Universal Studios Escape.

The new resort is a joint venture between Universal Studios Inc, which is a division of Seagram, and the Rank Group, which runs the worldwide Hard Rock Cafés.

It will comprise the famous movie theme park, a new entertainment complex, CityWalk, and a new theme park, called Universal Studios Islands of Adventure. The first of five on-site themed hotels will open next autumn.

The six-strong team will be led by European sales and marketing director Jo Rzymowska, who was appointed at the end of last year from Walt Disney Attractions in the UK.

Universal has also appointed Alasdair Farrimond, the former head of marketing at Proton Cars, as UK marketing manager. Two marketing executives will report to him.

Rzymowska would not comment on whether the company was looking for a UK advertising agency. She says: “While I cannot give you an actual figure, the marketing budget will be extended.”