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Amusement Parks: Merlin Entertainments Group Appoints Tug To Manage Its International SEM Campaign For The Dungeons


Merlin Entertainments Group, the global visitor attraction operator behind some of the World’s leading attractions, has appointed digital media agency Tug to manage its online campaign for The Dungeons.

Merlin Entertainments Group Appoints Tug To Manage Its International SEM Campaign For The DungeonsMerlin Entertainments Group, the World’s second largest visitor attraction operator, with brands such as LEGOLAND, Chessington World of Adventures and Zoo, and Madame Tussauds among its portfolio, will be working with Tug to increase revenue across its Dungeons venues in UK cities (London, Edinburgh and York) as well as The Dungeons in Hamburg and Amsterdam.

Tug will initially be optimising the Dungeon’s new websites in the first steps to improve natural traffic volumes. The new sites are scheduled to go live in December 09. Tug will then roll out an SEO and PPC campaign across the five venue sites. The campaign will focus on driving sales through its online channel on lower attendance days while reducing promotional activity for busier days.  Prime audiences will be people who live within a 2 hour drive of the Dungeons venues.

Caroline Hepworth of Merlin Entertainments Group said: “The Dungeons continue to be one of Europe’s most visited attractions since The London Dungeon first opened its doors to the public in 1975. We want to make it easy for people to find us online when searching for exciting days out but also manage the flow of visitors to our venues. Tug will be using its expertise in leisure industry digital marketing as well as knowledge of the UK and European markets to help us achieve this.”

Nick Beck, Managing Director of Tug said: “This is a very exciting project. Merlin Entertainments has developed the Dungeons into an established and recognised brand. The team at Merlin understand the importance of digital marketing to help drive sales and target markets. They have given us a very specific brief and we are looking forward to working with them over the coming months.”

About Tug

Tug is a search Engine Marketing agency , providing expert strategic consultancy, campaign planning and management for major brands including: Sony Ericsson, Wonderbra, Dairy Crest, Findus, and more. Tug’s services provide an online marketing programme that builds brands, generates new media opportunities and improves lead generation. Its search marketing team provides expertise in pay per click campaigns, organic SEO, affiliate programmes and social media optimisation 

MERLIN ENTERTAINMENTS GROUP is the leading name in location based, family entertainment, and 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 59 attractions, 6 hotels and two holiday villages in 13 countries, across 3 continents.   The company aims to deliver memorable and rewarding experiences to its 35 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 – the world’s biggest aquarium brand, Madame Tussauds, LEGOLAND, The Merlin Entertainments London Eye, Dungeons, Gardaland, LEGOLAND Discovery Centres, Alton Towers Resort, Warwick Castle, THORPE PARK, Chessington World of Adventures & Zoo, Heide Park, and Earth Explorer.  All brands which are distinctive, challenging and innovative – and which have great potential for growth in the future. Visit for more information.

See also:
Theme Parks: Merlin Entertainments Plans $12 Million Legoland Discovery Centre for Grapevine, Texas 
Amusement Parks: First New UK Attraction for Merlin Entertainments Group in 10 Years
Amusement Parks: Merlin Entertainments Group Continues Strong Growth Record

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