Chessington World of Adventures

Campaign in 1999 for Chessington World of Adventures ( a new ride, the Samurai). Objective: to encourage teenagers to visit.
Author: Clare Phillips

Fear is the Key: How Chessington Scared Teenagers Onto its New Ride

SYNOPSIS

This is a paper that shows the difference between a watertight guarantee and a half-hearted promise. It shows how it is possible to create white-knuckle advertising...

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