Media Information
The No 1 visitor attraction operator in Europe, No 2 in the world, Merlin Entertainments (Merlin) headquarters are in Poole, Dorset (UK). Merlin operates an international portfolio of global and local attractions, among them many of the world's best known brand names - Madame Tussauds, The Dungeons, Alton Towers Resort, LEGOLAND, SEA LIFE, Gardaland, The EDF Energy London Eye and many more!
The company's 87attractions, 6 hotels and 2 holiday villages in 19 different countries across four continents; Europe, North America, Australasia and Asia, annually welcome around 46 million visitors, and employ over 17,000 staff.
LEGOLAND® No 3 visitor attraction brand in Europe. Pirate, explorer, fire fighter … whatever the kids aspire to be (and Mum and Dad also wish they were!) offers families the opportunity to let their imaginations run free, and have a go in the wonderful world of LEGO. Kid-powered rides, cool building challenges with a unique mix of interactive attractions, exhilarating coasters, shows that pull the audience into the action and so much more. There really is a surprise around every colourful corner, with lively music and astonishingly accurate LEGO® brick models. LEGOLAND has something to excite every family member and dozens of things to enjoy together. There are currently four LEGOLAND sites, in Windsor (UK), Billund (Denmark) which includes a LEGOLAND Hotel, Gunzburg (Germany) and California (USA) which includes a waterpark and SEA LIFE. Fifth and sixth LEGOLAND Parks will open in Florida on October 15 2011 and Malaysia in 2012.
Madame Tussauds, probably our most famous global visitor attraction, and the ultimate celebrity experience, Madame Tussauds has been providing entertainment, magic and wonder for visitors for over 200 years. Visitors are fully immersed in the world of celebrity, politics, history, music, film and sport. Getting up close and personal with their icons and heroes in an inclusive, innovative and interactive environment. The red ropes are long gone, and Madame Tussauds’ unique experience continues to rollout globally with attractions in London, New York, Amsterdam, Las Vegas, Shanghai, Hong Kong, Washington DC, Berlin, Hollywood, Bangkok, Vienna and Blackpool, UK.
SEA LIFE is the No 1 aquarium brand in the world, and No 2 visitor attraction brand in Europe. SEA LIFE champions the cause of marine conservation through education, awareness and wherever possible, direct action. The 33 SEA LIFE attractions include 6 as part of Merlin’s theme parks, Chessington World of Adventures and Zoo, Alton Towers, Gardaland, LEGOLAND Denmark, LEGOLAND Deutschland, LEGOLAND California and LEGOLAND Windsor. There are also 3 special SEA LIFE Sanctuaries. Together they welcome well over 10 million visitors a year, and are an ideal friendly and authoritative guide to the last great frontier, the seas and oceans of the world, and their myriad mysterious and amazing inhabitants. Unrivalled display technology, biological expertise and entertainments skills combine to provide seamless journeys through European and tropical waters, and astonishing close encounters with everything from humble shrimps and starfish to seahorses, sharks and stingrays. New SEA LIFE attractions will open in 2012 Kansas City and Atlanta.
All Merlin employees are dedicated to delivering memorable fun experiences to all their visitors. Merlin colleagues in its other core businesses like The Dungeons in London, Hamburg, Amsterdam, Edinburgh, Warwick Castle and York are no less passionate. Merlin’s DUNGEONS bring the darkest chapters of history wailing, screaming ... and often laughing hysterically ... bang into the third millennium. Death, disease, evil deeds and disaster are their theme ... but entertainment their objective and talented teams of actors and actresses bring fresh ingenuity every day to the challenge of breathing life into scenes lost in the mists of time. A new Dungeon has opened in Blackpool in September 2011.
LEGOLAND Discovery Centres are the Group’s newest attraction concept, first launched in Berlin 2007. There are now also centres open in Duisburg (Germany), Chicago (USA) , Dallas/Fort Worth (USA) and Manchester (UK) with new ones planned for Kansas City and Atlanta in 2012. An exciting new indoor attraction based on the ever popular LEGO construction toy, LEGOLAND Discovery Centres offer fun, highly interactive and educational experiences ideal for children 3-12 years old. This includes a 4D cinema, Model Builder’s Workshop, themed LEGO ride, the hugely popular MINILAND, special birthday rooms and much more. The perfect place for the whole family to enjoy together.
The EDF Energy London Eye opened in March 2000 as part of the Millennium celebrations and is the world’s tallest cantilevered observation wheel. Now a recognised global icon, the attraction celebrated its 10th birthday in 2010. It has won over 80 design, tourism and people’s choice awards. During its gradual 30 minute rotation, the 135 metre wheel gives passengers in the 32 high tech capsules, a 40km view in every direction. In 2009, The Merlin Group invested £12.5m in a three year capsule upgrade programme to enhance the visitor experience even more. This is scheduled for completion in time for the 2010 Olympic Games. Also in 2009 Merlin opened the UK's first ever attraction 4D pre-show experience at the Eye giving, guests a bird's eye view of London throughout the seasons including the City’s world famous New Year's Eve fireworks display.
Earth Explorer in Belgium creates an incredible voyage of discovery around the planet for all ages, where visitors will experience its mighty four natural elemental forces – earth, wind, fire and water and how they have shaped our world and continue to influence it today. Earth Explorer marries interactive areas revealing the immense natural forces at work on the earth, with dramatic simulations placing them at the heart of events like violent earthquakes and devastating tornadoes. In one of Earth Explorer’s special features for example visitors travel back in time to the 1950’s where, like Dorothy in the Wizard of Oz, they will be awed by the amazing power of a twister.
Other iconic “local” Merlin attractions include:
The Blackpool Tower. One of the UK’s most iconic monuments the Tower, is undergoing a massive restoration and redevelopment programme and has been relaunched in September 2011 by Merlin with five fantastic attractions – a new look observation Tower Top – the Blackpool Tower Eye with 4D preview show; and a new Blackpool Tower Dungeon as well as the amazing Tower Ballroom; Circus; and Jungle Jim’s play area. New restaurant and retail elements will make this a “must do” for visitors to Blackpool – alongside further down the Promenade, Merlin’s new Madame Tussauds, Blackpool; SEA LIFE and Pirate Adventure Golf.
And in Australia/New Zealand…
Sydney Tower – standing 250 metres above the City’s skyline this iconic tower gives the best views of the Harbour and Sydney town day or night, from it’s panoramic 360 degree observation deck. Plans to rename it the “Sydney Eye” and add a 4D preview cinema are underway for 2011.
Skywalk - at the top of the Sydney Tower allows visitors to step out into the clouds on a moving glass floor viewing platform.
Sydney Wildlife World - in the heart of the City a fantastic collection of world class interactive displays and incredible walk-through habitats filled with wonderfully unique Australian wildlife from Rex, one of the world’s largest crocodiles; to ‘cuddly’ koalas; and a huge collection of birds, reptiles, insects and invertebrates.
Sydney Aquarium - Merlin is already the world’s largest aquarium operator through SEA LIFE and the Sydney attraction reflects the wonder and campaigning fervour of its sister attractions. It contains many unique species to the area like dugongs and platypus, as well as one of the largest collections of sharks anywhere.
Hamilton Wildlife Park and Oceanworld Manley - Located on the dramatic Great Barrier Reef in Queensland, an ideal place for adventure and to get close to nature. Everyone from furry marsupials, dangerous creepy crawlies call this amazing place home; while the marine life in the Oceanworld aquarium will mesmerize visitors.
Kelly Tarlton’s Antarctic Encounter and Underwater World - One of New Zealand’s most popular attractions you can swim with the sharks and snorkel in a shark case at Underwater World; or frolic with the country’s only flock of sub-Antarctic penguins after taking a snowcat ride through Scott’s Antarctic. A unique experience anywhere in the world.
Merlin’s theme parks are some of the most famous in Europe, and the company is investing heavily in them to position them as short break destinations with the addition of accommodation in hotels and/or holiday villages; and new second gate attractions from their Midway portfolio – like the Waterpark at LEGOLAND California and a hotel due to open at LEGOLAND Windsor in March 2012.
Gardaland Resort is No 3 theme park in Europe and Italy’s number one with over 40 rides. It is a special combination of adventure, dream and strong emotions in a wonderful fantasy world. Discover the fascination of a submerged continent, challenge the fury of the rapids in the heart of the jungle, face the dangers of the ferocious sea or experience the emotion of flight aboard a supersonic jet - everything is possible in Gardaland. The park includes a SEA LIFE attraction and The Gardaland Hotel Resort, a magical place where you can spend a fantastic holiday. Plans for a second hotel are underway as Gardaland is rapidly becoming one of Europe’s most popular short break destination.
The Alton Towers Resort is amongst the top five tourist attractions in the UK. It is also the only family short break resort in the UK with a world class theme park, two fully themed hotels, an amazing tropical Waterpark, a luxury spa, fully equipped conference venue, and uniquely themed extraordinary golf course. It is the perfect place for a relaxing weekend away for the whole family at any time of the year. Landscaped in 500 acres of Staffordshire countryside, it has 200 acres of beautiful gardens with the Towers themselves forming a unique and historic centre piece. The hotels sit in their own landscaped gardens on the edge of the resort, but within easy reach of the main attractions – the tropical paradise that is UK’s largest indoor Waterpark, and the stunning selection of rides and attractions for all the family within the theme park itself. All in all, the perfect escape for all ages!
Billed as the UK’s thrill capital, in 2011 THORPE PARK introduced Storm Surge, a jaw dropping 64ft spiraling water ride. Thorpe’s impressive portfolio of no less than 12 extreme thrill rides for adrenaline-fuelled fun thrill seekers is also second to none in the UK. These include Stealth, Europe’s fastest launch coaster, Colossus, the world’s first ten inversion rollercoaster; Nemesis Inferno, the 4.5 G-force experience; and a horror movie-themed extreme terror ride, SAW The Ride, with a ‘beyond vertical’ drop of 100º from a terrifying height of 100ft, and three inversions.
Chessington World of Adventures Explore Chessington. It’s a whole world of Wild Adventures all in one place. Discover the Serengeti in Surrey or the ancient ruins of Wild Asia, a mythical land where families can take on the KOBRA, an awesome new spinning disc ride! Go truly wild on an expedition through the Lorikeet Lagoon in amongst the exotic colourful birds. With exciting rides and rollercoasters, amazing animals and a SEA LIFE Centre - Chessington really is Britain’s wildest adventure!
Based in Soltau, Merlin’s Heide Park Resort is North Germany’s largest theme park and is situated in 850,000 square metres of countryside, approximately 65 km from Hamburg. Amongst the 40 rides, the Park is home to the world’s tallest drop tower, Scream, as well as Colossus – the steepest wooden roller coaster in the world. The Heide Park Resort complex includes a 440 bed holiday centre with Caribbean style lodges, and a 4-star resort hotel, The Port Royal.
Warwick Castle, undoubtedly Merlin's oldest attraction is Britain's ultimate castle delivering everything you would expect with a spell binding difference, the addition of fantastic themed attractions, and a year-round programme of interactive entertainment like Fighting Knights, Fairytale Princesses, the world’s biggest siege machine, thrilling jousting tournaments, breathtaking birds of prey...... It immerses visitors in castle life, from the murky middle ages and gorgeous Georgians, right through to the Victorians, all within the surroundings of one of the UK’s most awesome castles. The magic of Warwick also includes a fantastic Dungeon attraction alongside the castle; and most recently in 2011 the castle has linked with the BBC to add the wonderful Merlin and the Dragon Tower attraction.
Merlin's most recent press corporate releases, together with news of significant future events and developments, are featured on the next pages. For individual site activity please go to the relevant attraction websites.
PR Contacts
Merlin Entertainments Group – Corporate and Group Issues
Sally-Ann Wilkinson +44 0208 899-6110/+44 0208 948 3725/+44 07774 415 372 saw@thefirmcomms.com
Penny Roberts - +44 0208 899 6110 par@thefirmcomms.com
SEA LIFE & Sanctuaries
Mark Oakley - +44 01202 666900 mark.oakley@merlinentertainments.biz
Ellie Cowley - +44 01202 666900 ellie.cowley@merlinentertainments.biz
The Dungeons
Mark Oakley - +44 01202 666900 mark.oakley@merlinentertainments.biz
Ellie Cowley - +44 01202 666900 ellie.cowley@merlinentertainments.biz
Madame Tussauds London
Liz Edwards - +44 020 7487 0264 liz.edwards@madame-tussauds.com
Madame Tussauds Amsterdam
Annemiek Dolfin - +31 2052 30625 annemiek.dolfin@madametussauds.nl
Madame Tussauds Berlin
Nina Zerbe Nina.zerbe@merlinentertainments.biz
Madame Tussauds Vienna
Sophie Moritzer +43 699 132 699 93 sophie.moritzer@merlinentertainments.biz
Madame Tussuads Las Vegas
Jennifer Morton - +1 702 862 7803 or jennifer.morton@MadameTussaudsLV.com
Madame Tussauds New York & Washington
Rosemary Del Prado - +1 212 512 9602 rosemary.delprado@merlinentertainments.biz
Madame Tussauds Hong Kong/Shanghai
Bobo Yu - +852 2849 2788 bobo.yu@madame-tussauds.com.hk
Madame Tussauds Hollywood
Rowena Adalid - +1 323 798 1684 rowena.adalid@merlinentertainments.biz
Madame Tussauds Bangkok
Jackie Tisapramotkul +66 02658 0060 jackie.tisapramotkul@madame-tussauds.com
Madame Tussauds Blackpool
Sara Hemissi +44 01253 478244 sara.hemissi@merlinentertainments.biz
Warwick Castle
Mark Anderson - +44 01926 495421 mark.anderson@warwick-castle.com
Alton Towers Resort
Liz West - +44 01538 704 015 liz.west@alton-towers.com
Thorpe Park
Sarah Morris - +44 0870 999 0321 sarah.morris@thorpe-park.com
Chessington World Of Adventures
Tom Jacobs - +44 01372 731 528 tom.jacobs@chessington.co.uk
The EDF Energy London Eye/SEA LIFE London Aquarium
Sahrette Saayman - +44 0870 220 2777 - pressoffice@londoneye.com
Heide Park Resort
Sarah Gimmer + 49 5191 91 351 sarah.grimmer@heidi-park.de
Klaus Mueller - +49 5191 91248 klaus.mueller@heide-park.de
Gardaland Resort
Patrizia Gianfilippi - +39 45 64 49 766 patrizia.gianfilippi@gardaland.it
LEGOLAND Windsor
Zoe Cartell +44 01753 626111 zoe.cartell@legoland.co.uk
Alison Bledge - +44 01753 626125 alison.bledge@legoland.co.uk
LEGOLAND Billund
Jonas Sondergaard - +45 2030 8184 jonson@legoland.dk
LEGOLAND California
Julie Estrada - +1 760 918 5377 julie.estrada@LEGOLAND.com
LEGOLAND Gunzberg
Marion Pachman - +49 8221 700 223 marion.pachman@legoland.de
LEGOLAND Florida
Jackie Wallace +1 863 595 2334 jackie.wallace@legoland.com
LEGOLAND Discovery Centres
Rachael Lockitt - +44 07968 998 915 rachael.lockitt@merlinentertainments.biz
Syndey Attractions including:
Sydney Aquarium, Sydney Wildlife World, Sydney Tower, Manley Oceanworld, Hamilton Island Wildlife Park (Queensland), Kelly Tarlton’s Antarctic Encounter (New Zealand)
Catherine Bocking +61 (2) 8251 7815 cbocking@sydneyattractions.com.au
Blackpool Attractions including:
Blackpool Tower (Ballroom/Circus/Jungle Jim’s/Blackpool Tower Eye/Blackpool Tower Dungeon); Madame Tussauds Blackpool; SEA LIFE Blackpool; Pirate Adventure Golf
Sara Hemissi +44 01253 478244 sara.hemissi@merlinentertainments.biz
© Merlin Entertainments Group Ltd 2011