Acxiom today announced that it has been appointed by Europe’s leading visitor attraction operator, Merlin Entertainments, to provide database management and support services to maximise customer engagement across all of Merlin’s 24 UK attractions. These include the Alton Towers Resort, SEA LIFE attractions, Chessington World of Adventures, Thorpe Park, Warwick Castle, Dungeons, LEGOLAND, the EDF London Eye and Madame Tussauds in London and Blackpool.

Paul Cummings, Merlin Group head of promotions and trade partnerships, says: “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.”

Stephen Whyte, Acxiom CEO Europe, adds: “Database management and customer insight are among our core skills, and we are delighted to work with Merlin to enable cross-selling opportunities with its extensive range of UK attractions and events to promote all of its brands at a large scale. This is an important part of our continuing emphasis on delivering audience engagement and personalised marketing experiences around the globe.”

Published on: 2:27PM on 20th April 2011