Creative agency TWELVE has launched its first major campaign for Merlin Entertainments, in its role as newly appointed lead creative and strategic agency for all of the leisure company’s London attractions. The integrated campaign will drive awareness of and demand for Merlin’s great-value, cluster ticket proposition, while promoting Merlin’s iconic and exciting range of London attractions. Merlin Entertainments’ multi-attraction ticket proposition enables visitors to enjoy two or more attraction for great value. These include The Coca-Cola London Eye, SEA LIFE London, Madame Tussauds, The London Dungeon, Shrek’s Adventure! London, Big Bus Tour and London Eye River Cruise.
The London Big Ticket campaign launches on 25th July for six weeks with a totally fresh creative developed by TWELVE. The new work focuses on dynamic media across the capital covering OOH, digital, print and LCD panels across the London underground reflects the breadth of iconic, immersive experiences visitors can enjoy. By bringing two attractions together in both film and print executions TWELVE have created a visually disruptive campaign that reflects the diverse range of experiences on offer in a playful, humorous way.
Over the summer months Londoners and visitors to London will see a series of quirky combinations that bring the Merlin ‘magic’ to life. From Kim Kardashian posing for a selfie spliced together with a penguin, to a child posing with Shrek whilst sporting a shark’s tail the pairings become more diverse and more unexpected throughout the campaign and allow Merlin Entertainments to stand out in a cluttered visitor market. The campaign creative was shot by TWELVE with production company Gas & Electric on location across all of Merlin Entertainments’ London attractions.
The London Big Ticket gives visitors great-value entry prices when they visit more than one attraction within a 90-day period. But beyond the ticket offer, it also aims to inspire leisure visitors by showcasing the top-drawer entertainment and myriad experiences offered by London’s top attractions.
Gemma Cracknell, Marketing Director at Merlin Entertainments London, said: “We are excited to launch this new campaign to promote our London attractions and drive awareness of our great-value entry offers to the huge number of domestic and international visitors we receive every year. TWELVE’s creative approach has enabled us to showcase the winning combination of great entertainment and value across all our attractions.”
Melissa Vodegel Matzen, Managing Director at TWELVE, added: “You don’t get many briefs better than working on London’s most iconic and brilliantly immersive experiences. We are excited to be able to work with the Merlin London Cluster team to showcase the magic and joy of their full range of attractions. We look forward to sharing that joy with London visitors over the summer, with a new creative identity and integrated campaign for the coming months and beyond.”