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lastminute.com London Eye

Surely the £40 headline cost is to demonstrate the value of the multi-attraction ticket. It's the cluster strategy in action ...
 
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Craig said:
It's not so much BOGOF at London Eye as it's mainly tourists coming from outside the country, so they're unlikely to be buying a box of Kellog's or bottle of Carex (and they only cover SEALIFE and the parks generally anywa).

It's the multi attraction tickets they want to flog. You can add another attraction for a tenner more, two more for £20 or £90 total for all attractions with the hop on/off bus thrown in too. Suddenly you've got people locked into Merlin attractions (or a bus company they have a stake in) for the duration of the day. Lot's of opportunity for additional sales of merch/food and drink!
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Fair enough, the idea of travelling to a city with so much to offer and spending it trudging from room to room in Merlin midways sounds like hell to me, but everyone is different. :)

I feel like the Eye is the only one to offer something ‘different’ to the usual midway experience, so it’s a shame the pricing makes it very expensive as a stand alone 30 min experience.
 
djtruefitt said:
Im guessing that means it’s loosing it’s sponsorship.
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Nothing stopping them from whacking a sponsor's logo on the top.

I think it's indicative of a rebrand across the whole "Eye" attraction range. The logo is pretty adaptable to have a silhouette of each attraction within the eye, swap out the top line of text.
 
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