by Michael O'Neill
April 29th, 2014

Weber Shandwick has been officially appointed as the agency to help launching Merlin Entertainments’ new attraction Madame Tussauds Beijing.

Madame Tussauds is Merlin Entertainments’ initial foray into the mainland China market and is set to open at the end of May 2014.

The agency’s scope of work includes comprehensive public relations services, including relationship management with media and key opinion leaders, and online and offline events communications.

The new Madame Tussauds Beijing attraction will be the company’s 16th branch and its fourth in Greater China.  “We are delighted to be working with Weber Shandwick,” said Craig Dunkerley, head of new opening, Asia, Merlin Entertainments Group. “Weber Shandwick’s ability to tap into consumer habits, combined with an outstanding creative track record and extensive influencer relationships have positioned them as the ideal partner for Madame Tussauds’ latest endeavour in China.”

Darren Burns, managing director, Weber Shandwick China, added: “Through our international and local expertise, strong media relationships, and a passion to engage consumers, we are well poised to meet the challenge and create a lasting impact.”

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