Merlin Entertainments, the Poole-based branded entertainment destinations juggernaut, has launched a significant new UK brand campaign.

It positions the brand, which runs iconic theme parks and attractions including Alton Towers Resort, LEGOLAND® Windsor Resort, the London Eye and Madame Tussauds, as the home of memorable joy in the UK this summer, making fun accessible and ensuring that families can create magical moments without breaking the bank.

The campaign was created by TBWA\MCR, with Wavemaker UK overseeing the media planning and buying for the campaign as part of their remit overseeing all of Merlin’s UK and global media activity.

The nationwide campaign, which encourages families to get ready to say yes to fun this summer, spotlights the joyful experiences and generous offers across all of Merlin’s diverse attractions, unifying them under a single identity for the first time.

The summer of fun offers feature 50% off kids’ tickets at Merlin’s indoor attractions such as SEA LIFE, Madame Tussauds, the Dungeons and LEGOLAND® Discovery Centres and £19 tickets for kids at its theme parks, such as LEGOLAND® Windsor Resort, Alton Towers Resort, Thorpe Park and Chessington World of Adventures Resort, and at Warwick Castle.

Targeting families with children aged 6-12, the campaign reaches those who desire to create magical summer memories but face budget constraints, and who often have to say ‘no’ more than ‘yes’. It reflects attitudes towards summer, with parents viewing it as a joyous yet daunting time, while children view it as the ultimate season of fun.

The campaign launches on 12 July with a captivating 60-second TV spot, followed by 30-second TV spots, social media and out of home adverts including dynamic motion displays at London’s Euston and Waterloo Stations.

Sara Holt, Group Marketing Director, UK and Europe at Merlin Entertainments, said: “Merlin Entertainments is the home of memorable joy and summer is the most magical time of year for family visits.

“With our summer deals we offer the opportunity for families to say YES to fun this summer! “Our brand new summer of fun campaign is the first time Merlin has ever run an enterprise-wide category demand driving campaign, and represents a milestone in our history.

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

Lisa Nichols, Executive Creative Director at TBWA\MCR: “This campaign is about more than just promoting the incredible attractions, it’s about championing the joy and freedom that comes with summer fun.

“In these challenging times, we wanted to emphasise Merlin’s commitment to providing generous deals and unforgettable experiences, ensuring every family can make the most of this summer.

“We believe this campaign truly captures the spirit of what makes Merlin Entertainments a leader in magical family experiences.”