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.
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