Drayton Manor has reported that the launch campaign for the theme park’s new attraction, Thomas Land, has been an unmitigated success.
Following the ad campaign to launch the new attraction, written and produced by Manchester-based company PSAFilms, the theme park reported an increase in visitors of over 30 per cent , despite the rain-drenched summer.
Colin Bryan, managing director of Drayton Manor, explained, “We had expected that the new Thomas Land attraction would draw more visitors to the park but were genuinely surprised by the substantial increase.
“The effect of the TV commercial was almost instant. We saw a real hike in visitor figures as soon as it the TV commercial began airing despite the fact that it’s been one of wettest summers we’ve had in recent years, coupled with ongoing discussion about the state of the economy.
“Against the odds we have had one of our most successful years ever and welcomed the one-millionth visitor during our 2008 season which is a fantastic achievement.”
The new Thomas Land attraction adds another 12 themed rides to the theme park, including a special Thomas the Tank Engine train ride that takes visitors on an journey around the three-acre attraction. Thomas Land also boasts a retail store, with exclusive Thomas & Friends™ merchandise, plus an indoor play arena for younger visitors.
Ben Swift, director at PSAFilms, added: “Although the format of the ad was reasonably simple, the two child actors we used for the ad were brother and sister so the chemistry between them on camera was absolutely magical.
“The two of them interacting with all the attractions and storybook characters has obviously appealed to families who know and love Thomas and friends.”
Colin added, “We wanted to create an ad that would really speak to our target audience and get across the charm of the characters. Having children interacting with the attractions was key to achieving that.
“Ben and the team’s experience in both advertising and production helped us to conceive and produce a high-quality TV commercial without massive cost implications or disruption to the Park.
"Their experience in production also meant that they knew how to encourage genuine enthusiasm in the children that would come across on screen, but without expecting too much from them. The result was our most successful TV ad ever."
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