Merlin books ELVIS for lastminute.com London Eye push

London Eye

Merlin Entertainments has appointed ELVIS to develop a campaign to promote the lastminute.com London Eye, following a competitive pitch.

The news follows ELVIS’s appointment to create a campaign for Merlin brand The Dungeons last year.

London Eye

After a challenging year for the entertainment and leisure industry, Merlin has tasked ELVIS with developing a communications platform to inspire domestic tourists to come and enjoy the best that the `must-do` iconic London attraction has to offer, with a focus on international tourists to follow.

The agency will work to showcase the lastminute.com London Eye and the unique views and experience it gives visitors, as the city’s only 360-degree moving viewing platform.

The activity will go live this summer.

Already a major tourist attraction in the capital, the London Eye first opened on 31 December 1999, timed to usher-in the arrival of the new millennium. In fact it was originally known as The Millennium Wheel.

Constructed by Mace at a cost of £70 million, the London Eye as it’s now better known, welcomes around 3.5 million visitors in a pre-pandemic year.

This would come to around 70 million over the last 20 years. With adult tickets costing £27 and child tickets £22, the attraction has paid for itself many times over.

Lastminute.com became the official sponsor of the attraction in February 2020, just as the global coronavirus pandemic was starting.