BEIJING—Merlin Entertainments has hired Weber Shandwick to help launch Madame Tussauds Beijing next month.

The agency secured the assignment following  a competitive review. Weber's scope of work includes relationship management with media and key opinion leaders, and online and offline event communication.

The new Madame Tussauds Beijing attraction will be the company’s 16th branch and its fourth in Greater China. Since first opening in London, the wax museums have welcomed more than 60m visitors through their doors.

“With Madame Tussauds’ consistent pursuit bringing ‘famous fun’ to our customers, we look forward to bringing a refreshing and bold entertainment experience to Beijing. 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,” said Craig Dunkerley, head of new opening, Asia, Merlin Entertainments Group.