Universal Studios is to expand its London-based team following the decision to promote its Hollywood attraction to the UKand mainland Europe for the first time.
Universal Studios Hollywood will be promoted alongside Universal Studios Escape from the attraction’s Hammersmith offices.
Sales director David McKee said:”The UKmarket is vital to Universal Studios and the strengthening of our UK team is a clear indication of this.
The European operation is headed up by McKee who became director of sales last year. Paul Kelly, previously sales manager for Universal Studios Escape has been promoted to travel industry sales manager and Parminda Shah has been promoted to travel industry marketing manager from marketing executive. The number of new employees has not yet been decided.
Meanwhile, Escape is launching a £2m integrated sales and marketing campaign, its biggest advertising push targeted at the UK consumer market. This will be combined with a industry-wide advertising campaign, trade launches of attractions and the sponsorship of a series of agent/operator familiarisation trips.
Universal Studios Escape has commissioned a video of the attraction for the first time and will be mailing it to UK agents.