Weber Shandwick has been named as the international PR agency for PortAventura World Parks & Resort – one of Europe’s largest holiday and family entertainment resorts – with a brief to launch its third theme park, Ferrari Land.
Weber Shandwick Manchester’s consumer marketing division will lead the UK’s media relation strategy alongside teams in five international offices and a hub team in Madrid.
The WS team will also lead all UK PR and marketing activity, as well as launch PortAventura’s third theme park, Ferrari Land.
Backed by a £75million investment, it will include Europe’s “fastest and tallest” rollercoaster ride and is the first European attraction for the Italian brand.
Oriol Garcia, PortAventura World Parks & Resort comms manager, said: “With the new resort due to launch in the next year, it is crucial that Ferrari Land achieves widespread visibility and we are excited to work with Weber Shandwick Manchester.”
Anna Varley Jones, Weber Shandwick director, added: “This is a pivotal 12 months for PortAventura and Ferrari Land and our strategy will support the brand in tapping into consumer travel behaviours and the evolving media landscape.”