With the 2014 season in full swing, the Alton Towers Resort is undertaking one of its biggest marketing campaigns to date.
The next few weeks will see a flurry of advertising activity, starting with the return of The Smiler adverts to television screens from 31st March for two weeks, suggesting a clear focus on attracting thrill seekers to the resort prior to the opening of CBeebies Land in May. April will see a change in the marketing focus, as the grand opening of CBeebies Land draws ever closer. A number of major supermarkets including: Tesco, Asda, Morrisons, Sainsburys and Wilkinsons, will feature CBeebies Land in their television advertising.
Alton Towers Resort has also secured its biggest brand partnership with Proctor and Gamble, makers of some of the country’s most well-known household brands (Pampers, Fairy, Daz, Ariel and Flash to name just a few). As part of the promotion for CBeebies Land, these brands will be featuring CBeebies advertising on their packaging from the 31st March, as well as carrying special offers and discounts.
CBeebies Land website will also continue to be promoted both within the resort, and via the dedicated CBeebies Land website. An all new stand-alone map is being produced for the new family area, making it easy to navigate for those families who plan to spend their visit solely in CBeebies Land. Families will also be able to pre-plan their day, with an interactive version of the map available online.
All this is in addition to the marketing already begun in the last few weeks. So far, this year has already seen a teaser campaign on social media for the all new CBeebies Land, revealing one new attraction each day over a week long period, as well as a short television advertising campaign promoting short breaks at the resort. Plus, The Sun newspaper has run its annual free ticket giveaway, which this year had a strong focus on the family market at which CBeebies is aimed at. This promotion will be followed by the launch of 2 for 1 vouchers from the 29th March. Most recently, the park is offering 35% off theme park tickets with free fastrack for The Smiler for groups of seven or more for a limited time if booked online. The Ministry of Joy have also joined in the advertising campaign partnering with Goodfellas Pizzas to produce a limited edition The Smiler pizza, which includes a 2 for 1 entry voucher.
Are you planning a visit to the Alton Towers Resort this year? Why not head on over to the TowersTimes Forum to discuss your thoughts and plans. With CBeebies Land opening on 24th May, keep an eye on TowersTimes for all the latest news and developments.
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