‘We’re competing against a takeaway’: Merlin Entertainments on capturing ‘maximum’ discretionary spend
The entertainment giant launched its first enterprise-wide brand campaign to promote its cross-category offers at a time when household budgets are “squeezed”.
For the first time in its 25-year history, Merlin Entertainments, which owns and operates over 30 theme parks and attractions across the UK, has launched an enterprise-wide brand campaign to promote its cross-category offers.
The decision to launch a campaign that promotes its brands under a single identity comes at a time when household purses are being “squeezed” and the business has to compete for discretionary spend against categories it didn’t have to worry about before.
“Discretionary spend in the UK is really being squeezed,” Merlin Entertainments Group marketing director for the UK and Europe, Sara Holt, tells Marketing Week. “We’re competing against a takeaway and other things like that for the first time.”