The Dungeons

Branding the home of halloween

The Brief

The Dungeons are a group of world-renowned tourist attractions owned by the leading name in family leisure, Merlin Entertainments. A spine-tingling array of special effects, live actors and rides, The Dungeons is the ultimate interactive journey through a thousand years of murky history. Needless to say, it’s a far cry from your typical museum experience! Merlin’s marketing team at The Dungeons approached CuCo to create a branded Halloween campaign that would drive footfall at this pivotal time in their marketing calendar.

The Solution

CuCo developed a totally unique ‘Home of Halloween’ brand identity for The Dungeons. We created a white, paint-style font to retain brand consistency and provided each of the sites with their own version to support their individual marketing of the event. The new brand was then rolled out as a campaign across The Dungeons international advertising channels both on and offline, including digital platforms such as HTML emails, social network channels and PPC website banners.


CuCo’s campaign helped The Dungeons’ marketing team achieve record footfall figures for the Halloween period compared to figures seen in previous years. We have since been trusted to deliver branded campaigns at other key times of the year, including The Ghost of Christmas campaign, all of which have proven extremely successful in driving a greater number of visitor numbers to the attractions across the world.

"We have given CuCo some pretty unusual requests over the years and they have always delivered. The Team at CuCo produced some absolutely fantastic branding work for our Home of Halloween campaign. They always meet our high demands and turn around campaigns very quickly."

Project Contractor | The Dungeons

Services Provided:

  • Brand Identity
  • Campaign Concept Development
  • Digital Advertising
  • Outdoor Advertising
  • Brand Guidelines
  • HTML Email Marketing
  • PPC Banner Design
  • Photoshop Manipulation
  • Graphic Design