Merlin Entertainments is launching its first brand campaign to unify its theme parks and attractions under a single identity in what it describes as a “milestone” move. 

The campaign positions the business, which owns Alton Towers Resort, Legoland Windsor Resort, lastminute.com, London Eye and Madame Tussauds, as a single brand and the “home of memorable joy” in the UK this summer.

“[It] is the first time Merlin has ever run an enterprise-wide category demand driving campaign, and represents a milestone in our history,” says Merlin Entertainments Group Marketing Director, UK and Europe Sara Holt.

The campaign launches tomorrow (12 July) with a 60-second TV spot, followed by 30-second editions, social media and out-of-home adverts, including dynamic motion displays at London’s Euston and Waterloo stations.

Targeting families with children aged six to 12, the campaign aims to reach those who “desire to create magical summer memories” but face budget constraints and who often have to say ‘no’ more than ‘yes’.

The campaign was created by TBWA\MCR, with Wavemaker UK overseeing the media planning and buying for the campaign.

“This campaign brings the essence of Merlin Entertainments to life providing families with great value and making this summer unforgettable,” Holt adds.

Merlin appoints Craig Inglis as first CMO

Earlier this year, Merlin Entertainments appointed former Sage marketing boss Craig Inglis as its first CMO, in a move designed to “elevate” its position as a global brand.

Inglis joined the team less than a month ago and is charged with spearheading Merlin’s “transformative initiatives” to drive engagement with customers across four continents.

The entertainment giant also announced in March it plans to introduce an “intuitive” dynamic pricing model across its top 20 global attractions by the end of the year, which will see Merlin charge people more to visit on peak summer weekends versus rainy off-season weekdays.