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Merlin Entertainments

How we helped increase visitor loyalty


To understand the drivers and barriers to visiting Merlin attractions, including Alton Towers, Thorpe Park and Madame Tussauds. Also the role of the Merlin Annual Pass (MAP) and how to increase trial and repeat visits.
Leisure marketing consultancy

The Merlin Annual Pass – a year’s worth of fun!


  • Customer depths and workshops with families of children aged 2-18 years. The sample included both new, long standing and also lapsed Merlin Annual Pass holders. In addition the sample covered customers of both the standard and premium pass and a mix of ages, gender and family composition.


Identified deals and customer ‘savviness’ reduced value perceptions, creating a ‘deal-seeking’ mindset and expectation for further deals.
Thus we recommended strategies and policies to manage and extend customer relationships, and also build value back into the Merlin Annual Pass. Also to create new passes tailored to the needs of specific customer segments.

Find a Merlin Annual Pass that’s right for you.

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