Merlin signs up ELVIS for The lastminute.com London Eye campaign

merlin lastminute london eye

Merlin Entertainments, the location-based family entertainment company has launched a major new campaign to promote The lastminute.com London Eye. 

The push was developed in partnership with creative agency ELVIS, which it appointed to the brief after a competitive pitch earlier this year.

Merlin and The London Eye

Following the most challenging year ever experienced by the global attractions business, The lastminute.com London Eye has worked with ELVIS to create a campaign which aims to stand out in a fiercely competitive market, reinforcing the attraction’s status as an icon and broadening its appeal to domestic tourists.

london eye elvis

“Rediscover the feeling at every turn” brings to life the rich quality of the experience offered by The lastminute.com London Eye, and positions it as THE leading attraction in London. 

The push seeks to drive category leadership and an emotional connection, enticing Covid-weary locals back to experience the attraction.

Featuring stunning photography of the views afforded by The lastminute.com London Eye, executions feature lines including “WOW” and “OH MY GOSH”, with The lastminute.com London Eye forming the letter “O”, along with the campaign line “Rediscover the feeling at every turn” and an invitation to book a visit at LondonEye.com.  

The campaign will run across out-of-home, social and affiliate channels. Media planning and buying is by Vizeum, with space provided by Posterscope.

london eye elvis

Sophie McKinstrie, Head of Marketing, The lastminute.com London Eye and London Cluster, said: “After a hugely challenging year for the attractions sector, we wanted to launch an impactful ad campaign that would resonate with domestic tourists. 

“We know that people are longing for unique, memorable and shared experiences as we come out of lockdown, and this work taps into that, bringing to life the amazing feeling of experiencing The lastminute.com London Eye.”

Neale Horrigan, Executive Creative Director, ELVIS, added: “Working with Merlin on this brief, we wanted to create an iconic campaign, befitting of a truly iconic attraction. 

“Our work communicates how The lastminute.com London Eye actually feels, to ensure that it becomes a ’must do’ experience, not just a ‘must see’ landmark, whether it’s your first-ever visit or something you haven’t done for years.”