Alton Towers 'Air' - Air is truly innovative. Air is the stuff of dreams. You can fly

Lindsay Gregory

For a theme park with two distinct target audiences, ‘Air’ provided a perfect product experience to meet the needs of both.
Agency: Cheetham Bell JWT and Manning Gottlieb OMD Author: Lindsay Gregory

Alton Towers

Air is truly innovative. Air is the stuff of dreams. You can fly

INTRODUCTION

This case study sets out to demonstrate 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. It will demonstrate how the launch of 'Air' and the advertising of it, directly delivered more positive attitudes towards the brand, a growth in park visitors, an increase in gate...

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