Merlin Entertainments is launching its first-ever brand campaign in order to unify its theme parks and attractions under a single identity.
Hailed as a “milestone” move by the operator, the campaign will unite brands including Alton Towers Resort, Thorpe Park Resort, Legoland Windsor Resort, lastminute.com, London Eye and Madame Tussauds, as a single unified brand.
Dubbed the “home of memorable joy”, the campaign is targeting families with children aged six to 12, urging its audience to “create magical summer memories”. The campaign also places emphasis on Merlin attractions being both accessible and affordable.
“Merlin Entertainments is the home of memorable joy and summer is the most magical time of year for family visits,” said Sara Holt, group marketing director, UK and Europe at Merlin Entertainments.
Our brand new summer of fun campaign is the first time Merlin has ever run an enterprise-wide category demand driving campaign, and represents a milestone in our history.
“This campaign brings the essence of Merlin Entertainments to life providing families with great value and making this summer unforgettable.”
The campaign launches July 12 with a 60-second TV ad in the UK to air on Channel 4, ITV and Sky, followed by 30-second editions, social media and out-of-home adverts, including dynamic motion displays at the Euston and Waterloo stations in London.
Advertising agency TBWAMCR is behind the campaign, with Wavemaker UK overseeing the media planning and buying.
“In these challenging times, we wanted to emphasise Merlin’s commitment to providing generous deals and unforgettable experiences, ensuring every family can make the most of this summer,” said Lisa Nichols, Executive Creative Director at TBWAMCR.
“We believe this campaign truly captures the spirit of what makes Merlin Entertainments a leader in magical family experiences.”
Merlin launches campaign to unite British brands under one identity | Planet Attractions
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Merlin launches campaign to unite British brands under one identity
A summer of fun is the focus for a new campaign from Merlin which for the first time is bringing all of its UK attractions under one identity for a new brand campaign Tom Anstey | Planet Attractions | 12 Jul 2024
Merlin Entertainments is launching its first-ever brand campaign in order to unify its theme parks and attractions under a single identity.
Hailed as a “milestone” move by the operator, the campaign will unite brands including Alton Towers Resort, Thorpe Park Resort, Legoland Windsor Resort, lastminute.com, London Eye and Madame Tussauds, as a single unified brand.
Dubbed the “home of memorable joy”, the campaign is targeting families with children aged six to 12, urging its audience to “create magical summer memories”. The campaign also places emphasis on Merlin attractions being both accessible and affordable.
“Merlin Entertainments is the home of memorable joy and summer is the most magical time of year for family visits,” said Sara Holt, group marketing director, UK and Europe at Merlin Entertainments.
Our brand new summer of fun campaign is the first time Merlin has ever run an enterprise-wide category demand driving campaign, and represents a milestone in our history.
“This campaign brings the essence of Merlin Entertainments to life providing families with great value and making this summer unforgettable.”
The campaign launches July 12 with a 60-second TV ad in the UK to air on Channel 4, ITV and Sky, followed by 30-second editions, social media and out-of-home adverts, including dynamic motion displays at the Euston and Waterloo stations in London.
Advertising agency TBWAMCR is behind the campaign, with Wavemaker UK overseeing the media planning and buying.
“In these challenging times, we wanted to emphasise Merlin’s commitment to providing generous deals and unforgettable experiences, ensuring every family can make the most of this summer,” said Lisa Nichols, Executive Creative Director at TBWAMCR.
“We believe this campaign truly captures the spirit of what makes Merlin Entertainments a leader in magical family experiences.”
