MARC USA to Promote Palace Entertainment

DALLAS Palace Entertainment has consolidated its ad account at MARC USA.

The Dallas agency won the business in a showdown with Heil-Brice Retail Advertising of Newport Beach, Calif. MARC will handle creative, media, sales promotion, direct marketing and collateral duties.

MARC had handled the ad account of Alfa SmartParks, which was acquired by Palace last July. HBRA had handled ad duties for Boomers, a Palace property.

Palace of Irvine, Calif., is among the nation’s largest operators of water parks and family entertainment centers. Its 37 properties also include Speed Zone, Malibu Grand Prix and Wet ‘n Wild.

Client director of marketing Rebecca Tortorelli said she was impressed with MARC’s approach to account planning and creative. “MARC has a different philosophy about how they handle clients—they don’t have a traditional structure so we have principals working on our business,” she said. “Also the ideas that came to the table were fresh and hip and fun, and that fits well with our brands.”

MARC’s first campaigns for the individual family entertainment brands will break at the end of the first quarter. Ads for the water parks will appear in the summer.

Billings are undisclosed.