The agency was awarded the business following a pitch process run by Billetts involving UK incumbent Manning Gottlieb OMD, Starcom, Universal McCann and Carat.
It comes ahead of an aggressive promotional push for some of its leading attractions in a bid to increase footfall.
MediaCom will now handle the planning and buying for all of Merlin's European attractions, which in the UK also includes Madame Tussauds and the London Eye.
Last year, Merlin Entertainment spent £4 million in the UK on media, according to data from The Nielsen Company.
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