It is the first time the owner of Alton Towers and Madame Tussauds has undertaken a campaign to boost demand for a category across the company and represents a “milestone” in its history.
Merlin Entertainments is launching its first branding campaign to unify its theme parks and attractions under one identity in what it describes as a “historic” move.
The campaign positions the company, which owns Alton Towers Resort, Legoland Windsor Resort, lastminute.com, the London Eye and Madame Tussauds, as a unique brand and the “home of memorable joy” in the UK this summer.
“[It] “This is the first time Merlin has run a campaign to drive demand for a category at an enterprise level and represents a milestone in our history,” said Sara Holt, Marketing Director for Merlin Entertainments Group UK and Europe.
The campaign launches tomorrow (12 July) with a 60-second TV spot, followed by 30-second edits, social media and out-of-home ads, including dynamic motion screens at London’s Euston and Waterloo stations.
Aimed at families with children aged six to twelve, the campaign aims to reach those who “want to create magical summer memories” but face budget constraints and often have to say “no” rather than “yes”.
The campaign was created by TBWA\MCR, with Wavemaker UK overseeing media planning and buying for the campaign.
“This campaign brings the essence of Merlin Entertainments to life, offering great value to families and making this summer one to remember,” Holt added.
Earlier this year, Merlin Entertainments appointed former Sage marketing chief Craig Inglis as its first CMO, in a move designed to “elevate” its position as a global brand.
Inglis joined the team less than a month ago and is charged with leading Merlin’s “transformative initiatives” to drive customer engagement across four continents.
The entertainment giant also announced in March that it plans to introduce an “intuitive” system dynamic pricing model in its top 20 global attractions by the end of the year, which will see Merlin charge people more to visit during peak season weekends compared to rainy off-season weekdays.
‘This article may contain information published by third parties, some details of this article were extracted from the following source: www.marketingweek.com’
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