Agency: J Walter Thompson Manchester | Authors: Gary Moss and Lindsay Gregory |
Oblivion: Don't Look Down
Introduction
The problem was simple.
Alton Towers, one of Britain's most famous family brands, needed youth credibility, an adjustment in consumer profile, and to deliver more revenue.
This had to be achieved inside one year against an increasingly unfavourable economic background.
This paper sets out to show how a single creative idea provided the platform for communications which were not only genuinely integrated, but also permeated many other aspects of Alton Towers' business.
In essence, the campaign takes communications beyond 'through...