TH13TEEN Promotional Techniques

Phase 1 (tease) and 2 (hype) Alton Towers Resort sent press releases to all National Press in Phase 1 and 2, teasing the public and creating excitement through messages such as: “Tight security surrounds new ride coming to Alton Towers Resort” “Top secret weapon at theme park” “Simon Cowell’s former bodyguard is now working at Alton Towers Resort protecting the new, secret ride codenamed SW6” The following slide shows press coverage that was achieved. See Press Release 1.

Phase 1 (tease) and 2 (hype) Name announcement Fake names were announced to the media and seeded on fan websites to start rumours about the new ride. Created ‘talkability’ and encouraged fans and the media to gossip. The following slide shows the online ‘Word of Mouth’ that was created. The real name was launched to the media in Dec 2009.

“Also 'The Unknown'... used twice on the advert, is that a good name? It seems so to me, but I'm a little exited!” “I'm sorry, but there is no way that "Surrender" is the best that they've come up with.” “Unknown doesn't hit it for me.” “Surrender is a fantastic ride name. Third best ride name in the park if it is indeed the name.” “Oh baby! Things are really starting to kick off now! Though it's a likely and likeable title for the new ride, "The Unknown" may well be a tagline for the new ride.” “The whole confusion surrounding the name 'Surrender' is a purpose-made test…This is a test, to gauge our reaction to it as a name, and if it's positive then there'll use it.”

Phase 1 (tease) and 2 (hype) Alton Towers launched a Bootcamp, where people could apply for the world’s ultimate job - to be the first to ride TH13TEEN! Alton Tower fans were put through mental and endurance tests to compete and be selected as one of 20 brave people to ride TH13TEEN for the first time. The Bootcamp was filmed and promoted online. See: www.altontowers.com/thirteen/bootcamp/

Phase 1 (tease) and 2 (hype) Alex Reid, Celebrity Big Brother winner, was used to launch Bootcamp. Using a celebrity helped to gain media interest and raise the profile of the campaign. Alex had recently won Celebrity Big Brother which meant he was popular in the media, helping to create ‘talkability’. http://www.altontowers.com/thirteen/recruitment/

Phase 1 (tease) and 2 (hype) Five main websites were used to promote Bootcamp and to stimulate rumours online:  Flickr – a photo gallery regularly provided images of the construction being progressed to give early news and to stimulate discussion amongst rollercoaster fans.  Alton Towers Resort forums – the flickr gallery resulted in pages and pages of discussion in forums, building excitement and ensuring search engines could find plenty of content related to TH13TEEN. Twitter – as the construction of TH13TEEN progressed, key milestones were tweeted to reach the fan community as soon as possible. Alton Towers Resort has a core following of 1600 people on Twitter.

Phase 1 (tease) and 2 (hype) Continued: 4 & 5. Facebook and Youtube - video of Alex Reid, calling out for applicants for Bootcamp was posted to YouTube and Facebook. Applicants were invited to post video applications to YouTube, saying why they deserved to be the first rider on TH13TEEN. The best applications were posted to the Alton Towers Resort Facebook group. Growth of Alton Towers Resort Facebook Group: 80k fans in March 2009 140k by November 2009 180k at the end of the Ultimate Job Application campaign.

Phase 1 (tease) and 2 (hype) TH13TEEN Micro-site Launched a micro-site. Provided a URL for all communications to promote. Linked to facebook and flickr. Used to excite or ‘scare’ people into trying the ride...

Phase 3 (Reveal) and Phase 4 (Engage) Blipverts Blipverts were aired for 2 weeks before the launch of the 30 sec advert. Featured in short commercial breaks. Aimed to create hype, interest and word of mouth about the ride, without revealing the full USP. Provided viewers with a high intensity, short snap shot of the ride. Play Video 1 - Blipverts

Phase 3 (Reveal) and Phase 4 (Engage) 30 sec adverts launched after the blipverts. Two different 30 sec adverts running at the same time: pre 9pm – advert aimed at Up for it families post 9pm – advert aimed at Thrill seekers which was much scarier. Play Video 2 - 30sec Advert

Phase 3 (Reveal) and Phase 4 (Engage) Alton Towers Resort sent press releases to all National Press in Phase 3, revealing the mystery and launching Th13TEEN through messages such as: “Following months of secrecy and speculation, TH13TEEN has been unveiled...” “The world’s first free fall drop coaster!” “Every ride you could ever dream of in one!” The following slide shows press coverage that was achieved See Press Release 2

Phase 3 (Reveal) and Phase 4 (Engage) Celebrities were invited to try out the ride. Resulted in media coverage in newspapers and gossip magazines. The first ever ride and reveal of the freefall drop was aired on GMTV.

Phase 3 (Reveal) and Phase 4 (Engage) Product range is constantly refreshed to remain current and appealing

Phase 3 (Reveal) and Phase 4 (Engage) Edgy style to reflect ride...

Timings overview