Crayola has teamed up with Merlin Entertainments to give kids colourful days out this summer with free tickets to Sea Life attractions across the UK and Ireland.
The offer is worth up to £22 per ticket, and features on packs of Crayola Crayons, Pencils, Twistables, SuperTips and PipSqueaks.
Each promotional pack includes one voucher that entitles one child a free entry to any of Sea Life’s 13 attractions with the purchase of one full-priced adult ticket.
The promotion is aimed to increase back-to-school purchases of Crayola’s core range. Promotional packs are available to purchase in all major retailers, online and in toy shops now.
“Crayola’s mission to spark kids’ creative spirits fits perfectly with the colourful experience they can enjoy at Sea Life,” says Crayola’s European Senior Brand Manager, Iro Theodoritsi. “We’re excited to offer them instant free tickets to any Sea Life attraction and hope they have a whale of a time!”
The partnership will be supported by new impactful pack designs, alongside a heavyweight marketing campaign that includes digital advertising and social media activations featuring lively animations and influencer activities.
Merlin Entertainment was acquired late last month by a private investment consortium led by LEGO’s founding Kristiansen company. The investment group, which also includes private equity firm Blackstone and Canadian pension fund CPPIB, paid nearly $6bn for the attraction operator.