‘All teams need to think about this’: How Merlin Entertainments is approaching GEO
The attractions business revamped its search strategy and grew its AI Overview visibility at six times the benchmark rate.
· Marketing WeekBy Josh Stephenson 8 Sep 2026 2:05 pm
Merlin Entertainments has spent the better part of three decades promoting its attractions across the UK and the rest of the world in the way most brands did – but the advent of AI Overviews has meant a sea change in how it approaches its marketing communications.
We recommend activating Javascript in your browser.