Madame Tussauds has appointed integrated agency frank to handle its entire creative network.
Madame Tussauds is owned by Merlin Entertainments and frank already works with sister attractions the London Eye and the Sea Life London Aquarium.
It handles the integrated marketing for the former and the strategic planning and media account for the latter.
Frank has now created a brand-focused campaign for the waxworks attraction with the strapline “Where else?” Madame Tussauds is divided into zones, and research shows that the music, celebrity and film zones are the most internationally recognised and popular destinations.
Ads focused on these elements are now running in the tourist press and on fully-wrapped taxis.
The appointment was made by head of marketing Rob Smith. He is now leaving Madame Tussauds to take up the position of Legoland Discovery marketing director and will be replaced.
The attraction has used ad agencies on a project basis until now. Last October it appointed Cocktail Marketing as its brand partnerships agency.
Frank, based in Wilmslow, Cheshire, numbers First Group, Beaverbrooks the Jewellers and British Airways among its clients.