Difficulty redeeming an experience voucher

I received a wonderful experience voucher which stated that I should call the call centre number (***) and I have tried twice to redeem it. The first call was wasted because I couldn't recall having a profile. On the second call I was told the call centre (***) doesn't deal with redeeming the experience voucher. They provided an email address.

Why is redeeming this voucher so difficult? And no guidance on the website either?