Leicester firm Big Communications has been named the new lead creative agency for Cadbury World.
The agency, which replaces Warwickshire's Palmer Hargreaves Wallis Tomlinson after a four way pitch, will handle all marketing communications for the attraction in Birmingham's Bournville.
A team led by client services director Kate Hartshorn is working with senior management at Cadbury World to devise a communications strategy for 2008, which will span radio, print and outdoor.
Cadbury World attracts around 500,000 visitors a year.
Ms Hartshorn: "As a self-confessed chocoholic I am really looking forward to working with Cadbury World to ensure it remains as popular as ever with visitors of all ages from across the country."
Colin Samways, marketing manager at Cadbury World said: "Big Communications rose well to the challenge we set the agencies of understanding a complex product and delivering a campaignable solution to cover a number of markets"
Big Communications is part of the AIMlisted Mission Marketing Group, which employs over 550 staff nationally. Clients include WKD, King Of Shaves, Lucozade and Alliance & Leicester.