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Sponsorship of Baby Changing Facilities at 3 UK Theme Parks

Provided by Merlin Entertainments
A unique sponsorship opportunity of the baby changing facilities at Alton Towers, Legoland and Chessington World of Adventures

Tell us about the Opportunity / What is it?

For the first time ever, the Merlin Entertainments Group is tying up its three key UK family theme Parks to provide a unique opportunity to become headline sponsor of our Baby Changing Facilities at the Alton Towers Resort, Legoland Windsor & Chessington World of Adventures. The facilities provide the perfect opportunity to engage with parents as they take their kids in throughout the day. The sponsorship will offer a number of unique and exciting branding opportunities, not only in and around the baby changing facilities themselves, but in and around the park as well.

What is the Marketing Objective?

An excellent opportunity to target young mums at a Point of Use. Ideal opportunity for building brand awareness and relationship with mum's with young babies who are still in nappies or being breastfed.

How does it work?

There are 34 dedicated baby-changing facilities across the 3 attractions. Over 200,000 parents per year use the facilities - which provides a number of highly targeted marketing opportunities, including; sponsor branding on baby changing doors and in the changing facilities (leaflet racks, posters and coupons). Sponsors will also have the opportunity to create branded features within the rooms to keep the kids entertained and distracted, plus sponsor branded changing mats. There is also mobile, sampling and ticket promotion opportunities available- see attachment for detail

Who's used it in the past?

This is a new opportunity, but would allow your brand to join the roster with our existing key partners including; Coca-Cola, Nestle, Nivea, Walkers and Walls.

Features / Benefits

The 3 attractions combined are visited by over 5.5m guests per year, which includes 250,000+ kids aged 3 and under. The Alton Towers Resort has just invested £250,000 in baby-changing facilities with new changing units including light displays and touch sensitive pads to keep babies entertained. The Legoland Park also includes a dedicated breastfeeding room, giving the sponsor plenty of opportunities to engage within the varied facilities. Sponsors will also have access to corporate entertainment facilities and 300 free tickets per year as part of the sponsorship deal.

Guide PriceReach & FrequencyTarget AudienceMedia Types
£101k to £250kOver 200,000 parents use the facilities each year.
25 - 34
35 - 44
Female
ABC1
C2
DE
Main Shopper
Kids HH
NON-TRAD OUTDOOR
LocationTimingsMarketing ObjectiveOpportunity Type
NATIONALAll YearBUILD AWARENESSEXPERIENTIAL
SPONSORSHIP / ARTS
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