Mustoe Merriman wins Segaworld ad business

Mustoe Merriman Herring Levy has won the 1m-plus account for Segaworld, the futuristic electronic theme park which the Japanese computer company is opening in London this summer.

Mustoe Merriman is understood to have beaten Leagas Delaney, Knight Leach Delaney and Leo Burnett to the business for the theme park which is under construction at London’s Trocadero. Bartle Bogle Hegarty arm Motive will handle the media on the account.

Segaworld is a joint venture with Trocadero plc and will be based on a 100,000 sq ft, five-floor site.

Sega says it will offer interactive rides and virtual-reality attractions now being developed in Japan, which are “unlike anything seen before”.

Visitors will pay to enter and are likely to spend about four hours in the complex, which is divided into zones such as a sports zone, carnival zone and racing zone.

The whole project is scheduled to cost 45m. “Our research exposed key issues concerning people’s preconceptions of what Segaworld will be about. We based our pitch on this,” says Nick Mustoe, chief executive of Mustoe Merriman.