Oct32011Magic Memories joins forces with Merlin Entertainments

New Zealand – (October 03, 2011). Magic Memories, a Queenstown based tourism company expert in providing holiday memories, today announced a new partnership with global entertainment giant, Merlin Entertainments Group. The partnership is in place across all Merlin attractions in Australia and New Zealand, comprising WILD LIFE Sydney, Sydney Aquarium, Sydney Tower Eye, Oceanworld Manly, WILD LIFE Hamilton Island and Kelly Tarlton’s Antarctic Encounter & Underwater World.

Magic Memories today launched innovative digital imagery and storytelling to guests at WILD LIFE Sydney when the “Australian animal adventure” attraction officially launched on September 13, 2011. Guests will be wowed by holiday memories that can be accessed and shared digitally, integrated into an interactive photobook, or physically owned as a coffee table story album as part of the new Magic Memories’ partnership with Merlin Entertainments Group.

Amazing digital signage is designed to catch attention and show guests how their photo book will record their journey through WILD LIFE Sydney. As guests exit the attractions they will be handed their fully completed photo book journey and be given details about how to access, share and keep the images.

Another examples is that visitors to Sydney Tower Eye will have the option of taking home a personalised guide book of Sydney featuring the guests image taken at the Sydney Tower Eye but also stunning imagery captured from the 250 metre high Observation Deck and a geographical guide to the highlights of Sydney – to be treasured as a high-quality coffee book and/or versatile holiday keepsake.

“We’ve worked incredibly hard to devise systems that make keeping and sharing the memories of their day a fantastic experience in itself. Guests at the Merlin attractions will go home with world class holiday memories they can share with friends and family in many ways. We’re delighted to have the opportunity to roll out this system with the world’s 2nd largest attractions company,” says Magic Memories CEO, John Wikstrom.

“Merlin Entertainments Group is a major partnership for us and we see it as a result of our continued investment in our people, products and systems. Right now, our goal is to ensure guests leave every Merlin attraction in Australia and New Zealand with tangible memories. It’s about packaging images in the most attractive and shareable way for guests while making a contribution to the brands and bottom lines of Merlin’s businesses.”

“We will of course be driven to extend the relationship with Merlin Entertainments Group in Australia and New Zealand and look forward to rolling out our new innovations across existing partnerships in these countries and possibly further afield, ” said Mr Wikstrom.

Commercial Director, Merlin Entertainments Group in Australia and New Zealand, Tony Chiefari says Magic Memories was selected as the partner for the attractions because the two companies live and breathe similar values.

“For both companies, it’s all about the guest experience. Magic Memories recognises that they’re in the tourism business rather than the photography business and so understand the value of top performing staff, customer service, world class products and trustworthy software and support,” he said. “Magic Memories has developed a package for us that will further enhance the experience of our guests and also deliver us a very strong financial return. They’ve tailored their product suite and really gone into the detail of the guest journey at our sites.”

Magic Memories currently produces more than 15 million personalised ‘Magic Memories’ a year across attractions in 5 countries – New Zealand Australia, UK, Ireland and South Africa. The Merlin partnership makes it the preferred photography supplier at Oceanworld Manly, Sydney Tower Eye, Sydney Aquarium, WILD LIFE Sydney, WILD LIFE Hamilton Island and Kelly Tarlton’s AntarcticEncounter and Underwater World in Auckland, New Zealand.


Notes to Editors:

is a global high performing tourism attraction photography system. The company provides imagery solutions and products that are individually tailored to add revenue and brand extension to its partners. Innovative systems are supported by state-of-the-art software and applications. Magic Memories was established 15 years ago and continues to develop and refine leading image capture products and systems for over 70 large tourism attractions around the world. Every year, it amplifies the experience of over 15 million customers to its partner’s attractions. A wide range of onsite and online personalised products provide attractions with the perfect final touch. Printed, packaged and presented at the attractions exit, Magic Memories photo products are rich with photos and information about the attraction, enhancing every customers experience and inspiring them to share their memories with family and friends. Visit www.magicmemories.com for more information or e-mail ciara.mcdermott@magicmemories.com

MERLIN ENTERTAINMENTS is the leading name in location-based, family entertainment, and has seen the most successful and dynamic growth of any company in the sector over the last five years. Europe’s Number 1 and the world’s second-largest visitor attraction operator, By the end of 2011 Merlin will operate 78 attractions, six hotels/two holiday villages in 17 countries and across four continents. The company aims to deliver memorable and rewarding experiences to its 43.6 million visitors worldwide, through its iconic global and local brands, and the commitment and passion of its managers and more than 16,000 employees. Merlin Entertainments operates the following attractions – SEA LIFE, Madame Tussauds, LEGOLAND, The EDF Energy London Eye, Dungeons, Gardaland, LEGOLAND Discovery Centres, Alton Towers Resort, Warwick Castle, Thorpe Park, Chessington World of Adventures Resort, Blackpool Tower, Heide Park, Earth Explorer, Sydney Aquarium, WILD LIFE Sydney, Sydney Tower Eye and SKYWALK, Kelly Tarlton’s Antarctic Encounter Underwater World, Oceanworld Manly and Hamilton Island Wildlife Park. All brands which are distinctive, challenging and innovative – and which have great potential for growth in the future. Visit www.merlinentertainments.biz for more information.