Merlin Entertainments has revealed its first brand campaign to focus on a summer of fun.
Creative by TBWA\MCR, with Wavemaker UK overseeing the media planning and buying, it’s headlined by a 60 second television advert, which will air on Channel 4, ITV and Sky.
It positions its theme parks and attractions including Alton Towers, London Eye and Madame Tussauds, as “the home of memorable joy in the UK this summer.” There’s also a focus on showing them as accessible and affordable.
“Merlin Entertainments is the home of memorable joy and summer is the most magical time of year for family visits,” explained Sara Holt, Group Marketing Director, UK and Europe at Merlin Entertainments.
“With our summer deals we offer the opportunity for families to say YES to fun this summer! “Our brand new summer of fun campaign is the first time Merlin has ever run an enterprise-wide category demand driving campaign, and represents a milestone in our history. “This campaign brings the essence of Merlin Entertainments to life providing families with great value and making this summer unforgettable.”
The campaign launches on 12 July with a 60second and 30second television ad, supported by social media and out of home adverts including dynamic motion displays at London’s Euston and Waterloo Stations.
“This campaign is about more than just promoting the incredible attractions, it’s about championing the joy and freedom that comes with summer fun,” added Lisa Nichols, Executive Creative Director at TBWA\MCR.
“In these challenging times, we wanted to emphasise Merlin’s commitment to providing generous deals and unforgettable experiences, ensuring every family can make the most of this summer. We believe this campaign truly captures the spirit of what makes Merlin Entertainments a leader in magical family experiences.”
