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Article: ANALYSIS: London Eye owner uses attraction as publicity vehicle.(Merlin Entertainments)
- Article from:
- Marketing Week
- Article date:
- August 13, 2009
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As the biggest operator of visitor attractions in Europe, London Eye owner Merlin Entertainments will use the ride to build its own brand instead of seeking a major sponsor. By Louise Jack
Merlin Entertainments' decision to rebrand the London Eye under its own corporate identity should surprise no one. As recession-hit Brits stay at home rather than holiday abroad, the company is pushing itself as a group entity with multiple amusements. What better way to go about this than to use the UK's number one paid-for attraction as a platform?
Merlin is the biggest operator of amusement parks and attractions in Europe and second only to Disney globally; ...