Merlin, which owns attractions, such as Legoland, Alton Towers, The Merlin Entertainments London Eye and Sea Life, introduced its pass last year supported by its first corporate TV campaign. Both the premium and standard versions of the annual pass offer access to all UK group attractions.
Merlin has sold about 175,000 passes and wants to attract new business and focus on renewal rates.
The group has worked with integrated direct response agency Spinnaker on the brand identity and accompanying marketing campaign, which will embrace point of sale activity, DM and a welcome pack for new pass holders. All activity will roll out from the first week of March.
Luke Reilly, group brand manager of Merlin, says: “As well as offering great customer benefits, the Merlin Annual Pass is a key strategic tool to encourage cross-attraction visits and drive loyalty. We are delighted with the work that Spinnaker has done to reinvigorate the pass and we are looking forward to a very exciting year.”
Last week Merlin, backed by equity group Blackstone, put its £2bn flotation plans on ice as it reassessed the financial landscape.