Sky Media has announced a collaboration with Merlin Entertainments, which will see the global attractions brand take over all Sky Cinema channels, in a new media partnership launching immediately.The partnership spans Sky Cinema’s complete ecosystem – including linear, VoD, streaming, social, SFVoD, and Sky Showcase films. Merlin will sponsor all Sky Cinema channels, from genre-specific destinations such as Sky Cinema Family and Sky Cinema Animation and also includes Sky Media partner channels Movies24 and Movies24+.With creative developed by TBWA, the campaign will feature bespoke idents aligned to different Sky Cinema genres, showcasing Merlin’s branded entertainment destinations in the UK, including Alton Towers Resort, London Eye, Legland Windsor Resort, Chessington World of Adventures Resort, Thorpe Park, Madame Tussauds London and Warwick Castle. Each attraction will be paired with relevant content, building contextual links between the attractions and the emotional power of film.A campaign will also deploy Sky’s Smart Sponsorship capability, optimised for Merlin Entertainments, enabling tailored VoD creative based on the audience watching.Ruth Storey, VP Marketing UK at Merlin, commented: “Sky Cinema’s film catalogue celebrates excitement, adventure, love and fear and everything in between, and we are delighted to be partnering with Sky Media to meet these powerful moments with our iconic brands. Television is an inherently trusted channel that families everywhere bond over, and this partnership will bring the magic of Merlin destinations directly into the homes of millions of Sky Cinema viewers each year. ”Emma Batch, Planning Lead at Wavemaker UK, said: “We’re proud to have played a key role in bringing this partnership to life and to be managing the campaign. Merlin’s incredible attractions hold a special place in people’s hearts, and leveraging the breadth of Sky Cinema’s channels allows us to tap into audiences seeking joyful escapism and bring more magical experiences to life.”Karin Seymour, Director of Client and Marketing at Sky Media, added: “Movies really do bring people and families together. Sky Cinema offers premium, co-viewing moments that mirror Merlin’s ability to bring families and friends together. With Smart Sponsorship in play, we’re delivering the right message to the right audience at the right time – all year round.”With ABC1 Adults and House Persons with Children the key audiences for Sky Cinema, the campaign seeks to place Merlin top of mind with experience-seeking viewers across the UK.
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