Merlin Entertainments, a global leader in location-based, family entertainment, has appointed Wavemaker as its new UK media agency as it consolidates its media spend across its theme parks and resorts and indoor attractions for the first time.
Wavemaker was appointed after a competitive pitch process overseen by Oystercatchers. This follows an extensive review by Merlin of its marketing activity as it looks to continue its ambitious growth and capitalise on pent up demand among UK consumers following the lifting of COVID restrictions and the return of international visitors.
Merlin previously separated out its media spend between its UK Midway indoor attractions - which include The lastminute.com London Eye, Madame Tussauds, The Dungeons, SEA LIFE, LEGOLAND® Discovery Centres, the Blackpool Tower and DreamWorks’ Shrek’s Adventure! London – and its Resort Theme Parks, which include Alton Towers, LEGOLAND® Windsor, Thorpe Park, Chessington World of Adventures and Warwick Castle.
Merlin has also appointed Wavemaker as its media agency for its Midway attractions in Europe, which include SEA LIFE, Madame Tussauds and The Dungeons.
Merlin Entertainments’ Midway Sales and Marketing Director Sara Holt said: “We believe Wavemaker’s return on investment-driving, data rich and positively provocative approach will rocket fuel our long-term ambition to be the world’s biggest location-based entertainment business.
“As chairperson of the London Tourism Recovery Board’s marketing directors group, I saw first-hand with Wavemaker’s Let’s Do London campaign how they can create step-change opportunities and have helped drive a significant recovery for London.”
LEGOLAND® Windsor’s Marketing Director Marianne McGoldrick added: “Wavemaker showed strong credentials in tourism and demonstrated real understanding of the Resort Theme Park portfolio and its diverse target audiences.
“We look forward to developing an integrated media strategy together to support our very exciting vision for the future of our Resort Theme Parks.”
Mick Style, CEO at Wavemaker North, said: “We’re delighted to be working with the team at Merlin Midway and Merlin Resort Theme Parks at such a vitally important time as the industry continues its post-pandemic recovery.
“The Merlin resorts and attractions are some of the most loved by all generations across the globe. Our positive provocation approach is perfectly placed to help support them with their ambitious, yet achievable, goal to be the world’s biggest location-based entertainment business.”