To read the full version of this content please select one of the options below:

Alton Towers “Air”

Lindsay Gregory (Cheetham Bell JWT)

Young Consumers

ISSN: 1747-3616

Article publication date: 1 June 2004

Abstract

Shows how a single creative idea provided the platform for communications which were not only genuinely integrated but permeated the business of theme park Alton Towers: this was the launch of the Air ride, and the advertising for it, which enhanced positive attitudes towards the brand, and led to increased visitorship and secondary spend, plus additional revenue from sponsorship. Explores the careful reinvention of its brand image that Alton Towers, which is the UK’s leading theme park, has undertaken since 1991: this repositioning is away from its original youth brand image to a being family resort destination. Describes the revolutionary nature of the Air rollercoaster ride and details the 2002 advertising campaign for its launch. Includes tables to illustrate the progress made in prompted awareness and related advertising data for the campaign.

Keywords

Citation

Gregory, L. (2004), "Alton Towers “Air”", Young Consumers, Vol. 5 No. 3, pp. 59-67. https://doi.org/10.1108/17473610410814265

Publisher

:

Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited