Taking inspiration from Tesco, Merlin Events London has announced a price-matching strategy, going up against six of London’s most popular event venues.

Merlin Events, which owns venues including Madame Tussauds, The London Dungeon and the London Eye, has pledged to match any prices quotes by the Natural History Museum, the Science Museum, Altitude, Vinopolis, One Marylebone and the Royal Courts of Justice.

The deal offered is like for like and incorporates all event types from Christmas parties and receptions to sit down dinners.

Michael Aldridge, general manager of events, Merlin Events said: “There’s no reason this has to just apply to the retail sector. We conducted a quick poll on Twitter and it seems that price-matching is high up on buyers’ agendas and I thought it should be relevant to our industry too.”

In addition, Merlin Events will take off 20 per cent of the final bill and throw in a sparkling wine reception for price-matched events held at Madame Tussauds, SEALIFE London Aquarium and new acquisition, the London Eye Barracuda riverboat.

Pictured: Michael Aldridge at Madame Tussauds