Merlin Entertainments, the company which runs 24 UK attractions, including Thorpe Park, the London Eye and Madame Tussauds, has appointed Acxiom to boost customer engagement across the entire business.
The company, which also runs Alton Towers Resort, Sea Life attractions, Chessington World of Adventures, Warwick Castle, Dungeons, and Legoland, has charged Acxiom with managing its database and customer insight strategy.
The move is designed to improve cross-selling opportunities across Merlin’s UK attractions and events to promote all of its brands to previous visitors.
Merlin Group head of promotions and trade partnerships Paul Cummings 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 Europe chief executive Stephen Whyte added: “Database management and customer insight are among our core skills. This is an important part of our continuing emphasis on delivering audience engagement and personalised marketing experiences around the globe.”
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