Ashurst advised Merlin Entertainments in relation to the signed agreement with accesso to roll out their "passport" ticketing system across the estate over the next three years. This system will allow Merlin to standardise and improve its guest purchase journey, delivering a better customer experience before, during and after the attraction visit.

The benefit from the new solution, which will replace existing ticketing systems, is expected to underpin existing long term growth forecasts. The installation of the solutions will include more than 100 Merlin attractions around the world including such recognizable brands as LEGOLAND Parks, Madame Tussauds, SEA LIFE and The Eye Brand.

The Ashurst team was led by partner Mark Lubbock, assisted by counsel Brian Murphy and associate Caroline Hogan.