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Amusement Parks: First TV Campaign for Merlin Entertainments

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For the first time ever Merlin Entertainments (Merlin) – Europe’s leading visitor attraction operator and owner of the UK’s top attraction brands including The London Eye/Alton Towers Resort/Madame Tussauds/SEA LIFE (including SEA LIFE London Aquarium)/THORPE PARK /LEGOLAND ® Windsor /Warwick Castle/Chessington World of Adventures & Zoo; and the London Dungeon – will bring them together on TV in a new ‘corporate’ campaign for the unique Merlin Annual Pass.  
 
The UK’s Most Exciting Ticket    ……..   offers buyers a chance to visit all of Merlin’s UK attractions – as many times as they want, for a full 12 months from the date of purchase – and all for under £100 each for a family of five* (£480 total).  Fantastic value for a whole year of fun, particularly in today’s economic gloom!   Indeed, most people will get their money back within 2-3 visits to their favourite theme park.  Tickets are also available for families of 4 (£400); and for individual purchasers (£150).  

Merlin Annual Pass holders also benefit from a host of other benefits:

up to 20% discount on food, beverage and shopping at the attractions
invitations to special events (like the preview of Thorpe Park’s new multi million pound thrill ride – SAW: The Ride)
exclusive early ride time at some attractions
free parking at some attractions
discounts on stays at the Alton Towers Resort and Chessington Hotel
third party benefits such as 20% discount at Little Chef
Huge discounts for second year renewals
 
The Merlin Annual Pass campaign launches this week in the Midlands, and will be rolled out nationally between now and Easter in London and Meridian as a series of 10 second tag commercials to planned heavyweight ‘opening’  advertising for its four theme parks – the Alton Towers Resort , THORPE PARK, Chessington World of Adventures & Zoo, and LEGOLAND® Windsor. 
 
The Merlin Annual Pass will also be promoted on site and online by all the Merlin attractions – and if guests decide to buy one while they are there, then the cost of that day’s visit will automatically be refunded.    The Merlin Annual Pass is also available online from the exciting new dedicated website merlinannualpass.co.uk .
 
Merlin remains cautiously optimistic for the coming season – with major new investment at all its UK attractions including major new rides and attractions at THORPE PARK, LEGOLAND ® Windsor, the Alton Towers Resort and Warwick Castle; a £5m refit of the London Aquarium; new developments at the London Eye; new figures at Madame Tussauds and much more.
 
The campaign has been created by Delaney Lund Knox Warren (DLKW), with media planning and buying through Manning Gottleib OMD and Carrat.
 
*Terms and conditions and attraction operating calendars apply
 
For further information:   Sally Ann Wilkinson 020 8899 6110/07774 415 372
 
The MERLIN ENTERTAINMENTS GROUP is the leading name in location based, family entertainment, which has seen the most successful and dynamic growth of any company in the sector over the last five years.   The world’s second largest visitor attraction operator, Merlin has 57 attractions and 6 hotels in 12 countries, across 3 continents.   The company aims to deliver memorable and rewarding experiences to its 32.4 million visitors worldwide, through its iconic global and local brands, and the commitment and passion of its managers and 13, 500 employees.   Merlin Entertainments operates the following attractions – SEA LIFE, Madame Tussauds, LEGOLAND, The London Eye, Dungeons, Gardaland, LEGOLAND Discovery Centres,   Alton Towers Resort, Warwick Castle, THORPE PARK, Chessington World of Adventures & Zoo, Heide Park, Underwater Adventures, and Earth Explorer.
 
See Also: Merlin Entertainment " Drop Dead at Edinburgh Dugeon This Easter!"
Merlin Tops Fastest Growing PE-Owned Companies in UK for Second Year
Merlin Entertainments Continues Growth

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