Merlin Entertainments is the world’s second largest entertainment attractions operator in the world. As the owner of LEGOLAND, Florida and with three new Midway attractions about to open in Orlando – The Coca Cola Orlando Eye, Madame Tussauds, and SEA LIFE – Merlin engaged Integrated Insight to develop a portfolio pricing strategy to best leverage all properties.
The recommended pricing strategy was implemented in advance of the Midway attractions and called for cluster tickets that allows guests to bundle the four attractions in whatever way works best for them. Strong savings messages built into the structure incent buy up to multiple attractions. The structure also ensures price integrity between channels, and provides attractive, multi-visit options for Florida residents to encourage trial and build advocacy. Imbedded within the structure are easy to execute promotional offers for slower demand periods.
Subsequently, Integrated Insight completed strategic revenue assessments for several other Merlin owned properties including LEGOLAND Discovery Centers throughout the United States and Madame Tussauds in New York City. In London, Integrated Insight conducted a revenue assessment to better align several Merlin properties – The Coca-Cola London Eye, SEA LIFE, Madame Tussauds, Shrek’s Adventure, the London Dungeon, and Big Bus London. Through more effective pricing, packaging and cross-selling, the attractions were able to achieve stronger penetration of the market and higher per capita spending.
Market Assessment, Marketing, Sales, and Distribution Strategies, Pricing Strategy, Revenue and Profit Optimization