TOURISM | MERLIN ENTERTAINMENTS
Brand positioning and reappraisal, brand design, DEI initiatives, sponsorships, brand and seasonal campaigns across TV, radio, OOH, special builds, social and PR. Markets: UK & Europe.
Only in Blackpool
Everyone knows Blackpool... but potentially for the wrong reasons. A seaside location now often associated with stag do's and deprivation, most people didn't realise the breadth of family-focused attractions along the coast provided the ideal family destination.
Merlin Entertainments had long invested in Blackpool, owning the majority of the town's attractions, but needing more than conventional attraction marketing to entice overnight tourists to visit. In partnership with the Blackpool Council we sought to
re-establish its status as the capital of fun and the ultimate UK destination for families. Think less Vegas, more Orlando.
Introducing Nigel C Gull, Blackpool's cheeky spokesbird. Created by award-winning puppeteer Andy Heath. Nigel is a straight-talking, no-nonsense embodiment of the town itself and in the campaign, Nigel takes us on a whistle-stop tour of everything Blackpool has to offer. From Blackpool Tower to SEA LIFE to Blackpool Pleasure Beach, he goes high (literally) and low to show off what’s right on our doorstep. Voiced by none other than actor and comedian Johnny Vegas, our tour guide Nigel brings to life Blackpool’s distinctive charm and character across TV, radio, social, web, as part of Blackpool's annual illuminations and even as a fluffy soft toy to purchase.
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The successful campaign resulted in a 52% uplift in visitors despite a 40% reduction in media budget and 22% YoY growth in Visit Blackpool website traffic.
Post-pandemic recovery
In the wake of the pandemic, global tourism saw an unprecedented decline, with overseas travel bans only slowly being lifted and domestic tourists reluctant to leave their homes, let alone visit theme parks. For Merlin Entertainments, the competition had also fundamentally changed. It was no longer just other tourist attractions they had to compete with, but any out-of-home leisure activity, from cinemas to local restaurants were desperate to lure people out again.​
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To re-engage audiences and drive footfall, we helped Merlin launch a a series of bold new campaigns that showed off its key attractions in a new light. Instead of focusing solely on people enjoying their rides, the campaigns highlighted the immersive, emotional experiences found across the breadth of the Merlin portfolio, evoking the thrill of encountering a true-to-life wax version of Harry Styles at Madame Tussauds to the terrifying suspense of what the London Dungeon has to offer. The creative direction brought a refreshing and unexpected tone, reminding people of the ultimate feeling and shared moments that make a Merlin day out unforgettable.
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The campaign successfully repositioned Merlin attractions from being dusty tourist traps to a compelling alternative that could rival more popular forms of leisure, helping drive visitation, reignite brand affinity, and increase ROI five-fold.
