ITG appointed global content partner for Merlin Entertainments

Following our appointment in early 2026, ITG — powered by our proprietary Storyteq Content Marketing Platform — now acts as the backbone of a new, consolidated global content supply chain for Merlin, supporting the business as it centralizes content production and establishes a technology-enabled center of excellence. Storyteq was recently named a Leader in the 2026 Gartner® Magic Quadrant™ for Content Marketing Platforms. 

Merlin operates approximately 130 attractions worldwide, including iconic destinations like LEGOLAND, SEA LIFE and Madame Tussauds as well as local attractions such as Alton Towers, Heide Park and Gardaland. Historically, content production was highly localized, with individual attractions working independently with multiple agencies and suppliers. This approach led to fragmented execution, inconsistency and limited operational visibility, making it difficult to scale content efficiently. 

By centralizing content production globally with ITG, Merlin is reshaping its content model to deliver greater brand consistency, increased volume and improved flexibility — without sacrificing creativity or quality. 

“As a global attractions business, our content must bring those magical moments and experiences to life for our guests,” noted Toby Horry, SVP Global Marketing at Merlin. “ITG stood out not only for the strength of its technology and content capabilities, but for its people-first mindset and collaborative approach. From the outset, the team has demonstrated a deep understanding of our brand and a genuine commitment to building something meaningful together.” 

Under the partnership, ITG provides Merlin with global client services teams, content production facilities, film and photography capabilities and access to our proprietary Storyteq platform. Together, these form a unified operating model designed to deliver speed, scale and governance across Merlin’s global portfolio of attractions. 

Technology and AI are embedded throughout the partnership to drive efficiency and impact, while keeping creativity firmly human. Our Halo Intelligence® and smart tagging capabilities support insight-led content, operational scale and smarter reuse, enabling teams to respond more effectively to guest needs and market demand. 

The partnership is already delivering impact, with ITG heavily involved in a range of significant live projects. These include the upcoming opening of Paw Patrol Land at Chessington World of Adventures in the UK, where we're supporting launch content, as well as the global rollout of Merlin’s rebrand. 

Andrew Swinand, CEO of ITG, said, “We’re incredibly proud to partner with Merlin — an organization that puts people and experience at the heart of everything it does. Merlin understands that technology and AI are powerful tools when used responsibly, in service of creativity rather than at its expense. This partnership is about building something meaningful together: a modern, scalable content engine that enables creativity to thrive, empowers teams globally and creates unforgettable moments for guests around the world.” 

The partnership reflects our longstanding philosophy of bringing people and technology together to help ambitious brands move faster, work smarter, and connect more deeply with their audiences through better content on every channel.