Merlin

The Sun Superdays

The Situation

Merlin and The Sun entered into a mutually beneficial partnership - Sun Superdays - over 10 years ago. It gets more people into Merlin's parks and it offers Sun readers significant value by providing a pair of free tickets to the parks when tokens are collected.

For 2017 the ambition was to raise awareness of this offer and see sales uplift across the promotional season.

What we did

New Brand Creative

We used real people's reactions on the rides to bring to life the experience at the same time as selling the promotion.

An Offer To be Proud Of

We know Sun readers are savvy when it comes to saving so we put the value front and centre of the creative.

A Broader Media Mix

In order to engage new audiences we expanded our paid media mix to incorporate radio sponsorship along with maximising our owned channels.

The Results

390

people redeemed against all 6 parks - saving over £525 each

158%

average increase in sales uplift across campaigns

10%

YOY increase in awareness Superdays