Tug Sydney is named one of Merlin Entertainment’s ANZ attractions





Tug Sydney has expanded its responsibilities with Merlin Entertainments to all attractions in Australia and New Zealand.

Attractions include Madame Tussauds, Sydney Tower Eye, LEGO Discovery Center and SEA LIFE Melbourne, Sunshine Coast and Auckland.

This comes after Merlin Entertainments hired the digital marketing agency to manage search engine optimization for SEA LIFE Sydney in July last year.

Following strong results, it has now expanded its partnership with the global digital agency to include all four SEA LIFE locations in Australia and New Zealand, WILDLIFE Sydney Zoo, LEGOLAND Discovery Center Melbourne, Illawarra Fly Treetop Adventure and Otway Fly Treetop Adventure, Madame Tussauds and Sydney -Tower eye.

Tug Sydney was tasked with increasing share of voice and audience traffic for all Merlin Entertainments attractions through free, organic, editorial and natural search results.

Merlin Entertainments is a global leader in location-based family entertainment, operating more than 140 attractions, 23 hotels and six resort villages in 24 countries on four continents.

Matt Newman

Matt Newman, Head of E-Commerce, APAC at Merlin Entertainments, added: “Since signing Tug mid last year, the agency has consistently delivered strong performance results for SEA LIFE Sydney, so we are delighted to expand their remit to include all 10 Incredibles Attractions we operate across Australia and New Zealand.

“Merlin Entertainments has something for everyone and we look forward to attracting more visitors to our attractions and using Tug’s digital marketing expertise to create more magical experiences for our guests.”

With offices in Sydney, Singapore, London, Toronto and Berlin, Tug is a performance media specialist that leverages data, media, content and technology to optimize digital marketing performance and return on investment. His clients include Budget Direct, NobleOak, Compare the Market, LEAP and BlueBeam.

Charlie Bacon, Managing Director of Tug Sydney added: “Following a successful trial, we welcome the opportunity to expand our specialized search capabilities across all Merlin Entertainments venues. They operate some of the most unique and memorable visitor attractions and the team is ready to ensure the company continues to enjoy customer growth.”


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