Merlin Entertainments has appointed a third-party company to help manage information on attraction visitors which could lead to an increase in targeted advertising.
It is understood that once a guest visits a Merlin attraction, contact information will be collected and used to deliver promotional material regarding Merlin’s other UK assets, which include four theme parks, the London Eye, Sea Life Centres and The Dungeons.
Paul Cummings, Merlin Group head of promotions and trade partnerships, said: “This is an innovative step for Merlin’s marketing that will allow us to maximise the potential of our extensive database and better engage visitors, who have already enjoyed one of our attractions, providing information on others.
“We constantly monitor the views and opinions of our visitors, but Acxiom will help give us a deeper understanding of their leisure needs in order to build long-term, mutually beneficial relationships with them through effective and timely communications strategies.”
Acxiom chief excecutive Stephen Whyte said: “Database management and customer insight are among our core skills, and we are delighted to work with Merlin to enable cross-selling opportunities with its extensive range of UK attractions and events to promote all of its brands at a large scale. This is an important part of our continuing emphasis on delivering audience engagement and personalised marketing experiences around the globe.”