Merlin invests in Big Bus Tours
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Merlin Entertainments, the UK-based company which operates the Legoland, Madame Tussauds and SeaLife brands, has invested in Big Bus Tours.
The deal will see Merlin become a minority shareholder in the open-top bus tour company, while a global commercial agreement will see both businesses sell each other’s products and develop new offerings, such as joint city passes.
“This investment is a natural progression from a long standing relationship in London which has extended to other cities in which we operate,” explained Pat Waterman, CEO of Big Bus Tours.
“The significant overlap in geographic footprint… enables opportunities to cross-sell and promote tickets for both companies. Together, we will also be able to offer compelling new products to further delight our customers.”
The global partnership between Merlin and Big Bus Tours will extend to several global cities in which the two companies operate, including London, New York and Hong Kong.
This agreement comes a year after Big Bus Tours was purchased by Exponent Private Equity. Since then it has expanded its operations to new cities including Chicago and Rome.
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