The partnership will give EDF Energy, the UK’s producer of nuclear power, naming rights to the London Eye for the period of the contract and will allow both parties to maximise opportunities through joint marketing activity. The new partnership branding for the EDF Energy London Eye will be revealed later in January when the attraction reopens after its annual two week maintenance period.
A global icon, the London Eye provides a unique and very high profile international platform in the year leading up to 2012 and beyond. EDF Energy is a tier one sponsor and the first sustainability partner for the London 2012 Olympic and Paralympic Games; and the link with the London Eye will optimise the organisation’s visibility in the Capital.
Gareth Wynn, Director of London 2012 Programme, EDF Group, said “Our partnership with the London Eye will be a powerful way to help EDF Energy communicate our vision of a low carbon future. EDF Energy and Merlin share a commitment to sustainability and to engaging people to play their part in tackling climate change. We will be using our expertise as Britain’s largest generator of low carbon electricity to help lower the carbon footprint of the London Eye. Merlin’s expertise in providing a fantastic visitor experience will help us inspire people to do their bit for a more sustainable future”.
Commenting David Sharpe, Merlin Entertainments’ Divisional Director Midway London, said “Merlin is absolutely delighted to be partnering with an organisation of the quality and reputation of EDF Energy.”
‘We have always believed that working with the London Eye offered unique and compelling opportunities for the right partner.
The London Eye is one of Merlin’s premier attraction brands and recognised internationally as a 21st century symbol for modern Britain, and a global icon. It has therefore always been very important to us that any agreement, particularly if it involves naming rights, is with an organisation which not only reflects the same values as our own, but which also brings something extra to the party like environmental expertise. In EDF Energy we believe we have found the perfect partner, and we very much look forward to working with.