Merlin's strategy is: 'To create a high growth, high return, family entertainment company based on strong brands and a global portfolio that is naturally balanced against the impact of external factors'.
This strategy means strengthening the global focus of its brand marketing. 'We have over 40 Sea Life aquariums around the world, which do site-based activity to reflect the local culture and market, but there is also now an overarching global marketing team that is ultimately the keeper of the brand', explains the head of corporate affairs.
Madame Tussauds is particularly profitable because once the figures are in place, the attraction requires much less additional investment than high-tech theme parks and aquariums. A social brand, Madame Tussauds has more than 300,000 Facebook likes and 30,000 Twitter followers.
Earlier this month, Madame Tussauds asked football fans to vote for the legendary player they want to see installed as the latest wax creation: Pele, Diego Maradona, Franz Beckenbauer, Bobby Moore or Brazil's Ronaldo. The winner: Bobby Moore (England's 1966 captain), whose wax figure will be ready for the World Cup 2014.
