Magic Memories joins forces with Merlin Entertainments

Press Release from Magic Memories
04 October 2011

Magic Memories joins forces with Merlin Entertainments

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.

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 example 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 5 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 Antarctic Encounter and Underwater World in Auckland, New Zealand.

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