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Merlin Entertainments
Magic when the lights go out. How a fundamental shift in marketing strategy brought back to life a global attractions business, post-pandemic.

RAN IN: United Kingdom

CLIENT
Merlin Entertainments

AGENCY
Creature London *Lead Agency

Andrew Gibson, Chief Strategy Officer
Josh Dickins, Strategy Director


Wavemaker UK *Lead Agency

Faye Longega, Strategy Partner


Elvis Communications


Stripe Communications


We Are Rocket


SUMMARY

At the beginning of 2022, Merlin were faced with an existential threat.
Two years of either closure or limited trading had not only put us in a financial hole, but had changed our competitive set from other ‘big days out’ to ‘anything outside of the house’.
Faced with this new context, we took the tried and tested Merlin marketing playbook and totally re-wrote it. By fundamentally re-thinking our marketing philosophy, we were able not only to recover, but to re-imagine ourselves and our role.
The lights didn’t just stay on, they burned brighter than ever before.

CASE VIDEO


Medium Featured On Video: Branded Content – Editorial,Digital Mktg. – Audio Ads,Digital Mktg. – Display Ads,Digital Mktg. – Programmatic Display Ads,Digital Mktg. – Social: Paid,Events,OOH – Billboards,OOH – Other Outdoor,OOH - Transportation,Print - Magazine,Sponsorships – Entertainment,Sponsorships – Unique Opportunity

Language: English