MERLIN ENTERTAINMENTS LONDON EYE SPONSORSHIP

CHALLENGE

Merlin Entertainments required sponsorship assistance in order to generate revenue for the business for one of their biggest and most Globally renowned tourist destinations/attractions in London – The London Eye.

Mongoose had 18 months to find a new naming rights partner for the London Eye, to replace Coca-Cola from January 2020

SOLUTION

The team conducted a full asset review of the London Eye, and all that would be available to a naming rights partner, to ensure we have the correct valuations, this included key stakeholder interviews

A thorough review of all sales and marketing tools and collateral allowed us to create a number of new decks and presentation materials in order to help with the sales process and take the opportunity to market.

Using their industry knowledge and experience in the marketplace, the team strategically identified a number of different industries and categories that could be suitable for the new London Eye naming rights opportunity and then started to target specific brands.

Our commercial then team proceeded to take this opportunity to market through a number of different measure including calls, e-mails, networking, meetings and site tours/recces of the attraction, together with the team at Merlin, to build up a large but targeted pipeline of prospects.

RESULTS

Working closely with Merlin, Mongoose led on every phase and touch point of the sales cycle with all prospective partner discussions and after 1 year came to Heads of Terms stage with lastminute.com.

Lastminute.com became the new naming rights partner for the London Eye in a multi-year deal. The lastminute.com London Eye launched in February 2020 alongside a fantastic party on the Thames, with the attraction itself in the background.