Merlin Entertainment appoints MediaCom to €20m European media

LONDON - MediaCom has won the €20 million pan-European media account for Merlin Entertainment, the attractions and resort business that owns the London Eye, Alton Towers and Sea Life.

Alton Towers…ad campaign
Alton Towers…ad campaign

MediaCom won the account following a pitch against the incumbent, Manning Gottlieb OMD, and the other pitching agencies Starcom, Universal McCann, Carat and Mediaplus.
The WPP-owned MediaCom will now handle planning and buying for all Merlin’s European attractions across Europe and in the UK, which include Madame Tussauds and the theme parks Chessington World of Adventures, Alton Towers, Legoland and Thorpe Park.
The pitch, which was called in May, was overseen by the media auditor Billetts.

Andy Davies, the commercial services director for Merlin Entertainments, said: "This is an exciting time for Merlin, which is the most dynamic company in the sector, and the time has come to leverage the combined strength of our market-leading brands much more in our media buying. Creating this partnership with MediaCom across Europe will give us the expert support we need to continue to grow and develop our brands, and to increase our visitor numbers year on year."