MERLIN ANNUAL PASS
THREE PARKS CHALLENGE
Objective Increase usage of the Merlin Annual Pass by encouraging existing passholders to visit multiple attractions over the Easter holidays, driving secondary spend across food, beverage and retail outlets.
Audience Merlin Annual Passholders (loyalty customers).
Execution Partnered with the marketing teams at Alton Towers, LEGOLAND, Chessington World of Adventures and Thorpe Park to create the Three Parks Challenge — a playful twist on the well‑known Three Peaks Challenge.
To amplify reach and authenticity, I collaborated with lifestyle blogger Brogan Tate, gifting her a Merlin Annual Pass in exchange for documenting the challenge and sharing her experience across her social channels.
Results
Over 29k YouTube views on Brogan’s vlog
A significant uplift in sales following the content release
Do you have a project that needs strategic communications support?
I have over 10 years’ experience engaging with frontline audiences, including theme park ride hosts, dentists, care workers and retail staff.
Get in touch to see how I can help you.
“Jess is a breath of fresh air and a wonderful bubble of energy. Her knowledge of how to engage with customers is a natural skill and she’s talented at executing brand campaigns. She is brimming with ideas and is wonderfully organised and efficient, enabling her to effectively manage stakeholders and execute successful brand campaigns. ”