Merlin launches first corporate TV campaign

MerlinMerlin 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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here