Merlin Entertainments, owner of visitor attractions such as Sea Life, Madame Tussauds and Alton Towers, is to launch its first corporate branded television campaign in support of the new Merlin Annual Pass.
The Merlin Annual pass offers buyers the chance to visit all UK Merlin attractions as many times as they want for 12 months from the day of purchase.
The campaign has been created by Delaney Lund Knox Warren and consists of 10 second ads tagged to the opening campaigns for the theme parks Alton Towers Resort, Thorpe Park, Chessington World of Adventures & Zoo and Legoland Windsor.
Manning Gottlieb OMD and Carat are handling media planning and buying.
The Merlin Pass costs £150 for individuals and there are discounts of £400 for a family of four and £480 for a family of five. Additional benefits include up to 20 % discount on food, beverage and shopping, invites to special events, free parking at some attractions and exclusive early ride opportunities. There are also third party discount deals including 20% off at Little Chef.
The pass campaign launches in the Midlands this week and will roll out to London and Meridian.
Merlin bought out Tussauds Group in 2007 and is hoping to capitalise on the desire of UK residents to holiday domestically in the face of the recession and rising cost of holidaying abroad.