Merlin jumps aboard Sky for major data-led movie deal

Merlin Entertainments, the global company behind Alton Towers Resort, Legoland Winsor Resort and Madame Tussauds London, has struck a major data-driven media deal with Sky Media which will see it become the first-ever sponsor to take over all Sky Cinema channels, including Sky Cinema Premiere.

Planned and bought by WPP Media-owned Wavemaker UK, the 12-month campaign was apparently “inspired by Merlin’s ability to bring people together to create unforgettable moments and memorable experiences”.

The partnership spans Sky Cinema’s complete offering – including linear, VOD, streaming, social, SFVOD, and Sky Showcase films.

Merlin will sponsor all Sky Cinema channels, from genre-specific destinations like Sky Cinema Family and Sky Cinema Animation and also includes Sky Media partner channels Movies24 and Movies24+.

With creative developed by TBWA, the campaign will feature bespoke idents aligned to different Sky Cinema genres, designed to showcase the range of Merlin’s entertainment brands in the UK, which also include London Eye, Chessington World of Adventures Resort, Thorpe Park, and Warwick Castle.

Each attraction will be paired with relevant content, in a move aimed at building strong contextual links between the attractions and the emotional power of film.

One feature of the campaign is Sky’s Smart Sponsorship capability, optimised for Merlin Entertainments, enabling tailored VOD creative based on the audience watching. From action-packed “thrills” to family-friendly “adventures”, Merlin’s campaign will align to the most relevant audience across Sky’s platforms.

With ABC1 adults and those with children the key audiences for Sky Cinema, the campaign aims to place Merlin top of mind with experience-seeking viewers across the UK.

It is claimed the collaboration demonstrates the power of premium content, advanced targeting, data-led media strategies and creative excellence to drive lasting emotional connections and commercial impact.

This new partnership complements the existing collaboration between Merlin and Sky, which since 2024 has seen Sky VIP members being able to access exclusively priced tickets to attractions across the UK.

Alongside VIP experiences, these Reward offers – which have resulted in over 200,000 visits by Sky VIP members to Legoland Windsor Resort – have been promoted by Sky through TV advertising, digital advertising, CRM, Social, MySky App and User Interface takeovers.

Merlin VP of marketing UK Ruth Storey said: “Sky Cinema’s film catalogue celebrates excitement, adventure, love and fear and everything in between, and we are delighted to be partnering with Sky Media to meet these powerful moments with our iconic brands.

“Television is an inherently trusted channel that families everywhere bond over, and this partnership will bring the magic of Merlin destinations directly into the homes of millions of Sky Cinema viewers each year. ”

Wavemaker UK planning lead Emma Batch added: “Merlin’s attractions hold a special place in people’s hearts, and leveraging the breadth of Sky Cinema’s channels allows us to tap into audiences seeking joyful escapism and bring more magical experiences to life.”