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Alton Towers Resort ‘Escape to…’

Agency: DLKW

Client: Alton Towers Resort

Alton Towers has launched its first TV campaign in over five years in a bid to target the key family audience.

The creative from DLKW represents a significant change in strategic direction for Alton Towers, prompted by its’ new brand positioning.

It features all elements of the family Resort and will be supported by a national radio campaign and comprehensive through-the-line activity concentrated on driving awareness of Mutiny Bay - a new pirate themed land representing a £6 million investment.

Divisional Director for the Alton Towers Resort, Russell Barnes, said, “The sheer pace at which Alton Towers has grown in recent years has been phenomenal.

“We are of course delighted with our reputation as the UK’s favourite theme park, but the reality is that we have an incredible variety of attractions here at the Resort – two fully themed hotels, a tropical waterpark, a luxurious Spa and 29-hole adventure golf courses, all in addition to the amazing collection of family attractions and world renown thrill rides.”

Manning Gottlieb OMD has been responsible for media planning.

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