As rising costs made days out feel increasingly out of reach, Merlin wanted to make sure their unforgettable experiences stayed accessible. Making summer memories shouldn't depend on the family budget.

They also wanted to unite their attractions behind one idea for the very first time. So rather than focusing on rollercoasters and rides, we tapped into the excitement that starts waaaay before families squeeze into the car. We captured children rehearsing their dream days out at home—turning living rooms into theme parks in the hope of persuading Mum and Dad to magically say ‘yes!’ celebrated the joy only a great family day out can bring. 

Spanning Merlin attractions across the UK, the campaign proved the best adventures begin long before the first ride.