Merlin Entertainments, Europe’s largest visitor attraction operator, in conjunction with Visit Blackpool, are spearheading a new initiative, #Blackpoolsback.
The campaign challenges negative perceptions of the traditional UK holiday destination, re-presenting Blackpool as the ideal fun-filled family seaside resort.
Merlin has brought global attractions to the town including the Blackpool Tower Dungeon, SEA LIFE Blackpool and the only Madame Tussaud’s in the UK outside London.
The #Blackpoolsback initiative highlights the significant regeneration and investment that has revitalised Blackpool over the last seven years. The £250 million Blackpool Seafront regeneration project has already had a positive impact on visitor perception and investment as well as facilitating other major projects such as the Talbot Gateway business and cultural district and new housing developments. Recently, the resort has attracted new family brands to invest, among them Ibis, Travelodge, Nando’s and Pizza Express.
The #Blackpoolsback campaign will run until the end of the Blackpool illuminations in November, and includes initiatives such as a website (www.Blackpoolsback.com); a programme of PR and social media activity and a TV feature set to air on July 1st.
According to the Cabinet Member for Tourism and Leisure, Cllr. Graham Cain, Blackpool is the UK’s most visited resort, attracting 13 million visitors a year. The aim is to re-connect with people who visited the resort in the past, as well as to encourage visits from new families and younger couples who might not have considered Blackpool as a destination.
Commenting on the #Blackpoolsback campaign, Merlin spokesperson Ian Hawkins said, “Blackpool is definitely back and we want parents to come and share their own childhood memories, or create new ones together… We’re confident our new advert, which shows Blackpool through the eyes of a child, will encourage families and visitors to experience the resort for themselves and be surprised and delighted with everything we have to offer.”