MERLIN ENTERTAINMENT
The Brief
Merlin Entertainments is the largest European entertainments company operating in Europe.
Merlin runs 117 attractions in 24 countries across four continents. Their aim is to deliver unique,
memorable and rewarding experiences to millions of visitors across their growing estate.
Our brief was to transform the guest experience, so visitors can get the most out of their stay with an
improved customer experience and insight, all while maximising marketing spend and increasing
revenues through engaging visitor messaging.
THE OBJECTIVE
Create a visual solution, allowing Merlin to fully understand queuing behaviour and in return pass this
information on to their guests, while supporting wider park revenues.
Enable Merlin to promote destinations that are less crowded, up-selling experiences and encouraging repeat visits.
Help maintain and enhance Merlin’s reputation at the forefront of innovation in the leisure industry.
Improve the customer experience by managing queue and flow traffic around the parks.
"This innovative visual solution has allowed the marketing team
to really understand queuing behaviour and in return pass
this information on to their guests.”
to really understand queuing behaviour and in return pass
this information on to their guests.”
DIVISIONAL DIRECTOR, ADARE INTERNATIONAL (PARTNER)
The solution includes positioning content rich displays at the ticket office and welcome areas, as well as
deploying custom-made outdoor totems, with audio, touch-screen and data analytics functionality at
strategically placed locations throughout the park. Upon viewing these displays, guests receive relevant,
intelligent and accurate real-time information about queue lengths and other areas they could visit, allowing them
to make better, more informed decisions throughout the course of their visit.
THE RESULT
Highlights queue times to manage expectations of the visitor and highlight
alternative options in real time for an improved experience.
The audience monitoring system gives accurate insights for the marketing team about visitor
demographics at different times and throughout the park.