Merlin Entertainments: Chilling crime, creepy crawlies and crapping yourself

Merlin Entertainment, an attraction brand, confronted fear at the scariest time of year in the UK to drive record visitor numbers and hit its recovery curve.


Ours is a case study of an attraction brand, in a seasonal category, with multiple assets in a portfolio, proactively responding to change.

But it's also a case study about a team of marketers, both clients and agencies, banding together to face their fears.

In the run up to Winter 2022, a key trading period for Merlin, we realised we needed to act differently. We couldn't rely on international audiences as we had in the past, the Winter World Cup had changed the media buying landscape, and for us to deliver ROI on our advertising, we had to find...

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