MERLIN ANNUAL PASS
Merlin’s Magic Wand - Christmas gifting product
Objective Build brand awareness and raise funds for Merlin’s Magic Wand — a children’s charity dedicated to bringing joy and connection to children around the world.
Audience Merlin Annual Passholders (loyalty customers).
Execution Collaborated with Alton Towers, LEGOLAND, Chessington World of Adventures, Thorpe Park, the London Eye and the London Dungeons to design and produce limited‑edition Christmas pop badges. Each badge was packaged in a festive red stocking bag and sold exclusively in attraction gift shops across the UK.
The in‑store‑only approach was intentional: it encouraged Merlin Passholders to visit the attractions in person, supporting one of the campaign’s core objectives.
Results
Over £10k raised for Merlin’s Magic Wand
Significant uplift in brand awareness among passholders, measured through a pre‑ and post‑campaign awareness quiz
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