Legoland Discovery marketing chief named

Merlin Entertainment has promoted Tussauds marketer Rob Smith to lead its marketing for the Legoland Discovery Centres.

Smith is currently head of marketing for Madame Tussauds UK but will now take the title marketing director at the Legoland Discovery Centre brand. He replaces Nicola Hamilton.

Madame Tussauds is now on the hunt for a replacement for Smith.

The company’s first Legoland Discovery Centre opened in Berlin in 2007. The centres are indoor, interactive attractions and the brand is separate from the Legoland Parks, of which there are currently four in Europe and the US.

Merlin Entertainments restructured last year and placed its visitor attractions in the Midway Division. This was split into four geographic regions – London, Europe, USA West and USA East and each sector has a divisional director.

Merlin Entertainment also owns the Sea Life brand, London Eye, Alston Towers, Chessington World of Adventure and other attractions.

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