Alton Towers Resort

Driving Sales

Brief

  • To boost family visitor numbers to Alton Towers Resort during summer 2010.

Mediator's Creative Idea

  • We identified a number of household brands that would appeal to mums who are looking for fun things to do with the kids, particularly over school holidays.
  • Mediator highlighted Kleenex, the UK’s leading family tissue brand, whose own advertising campaign urged people to ‘let it out’ as the perfect partner for Alton Towers Resort, because life is a like rollercoaster.
  • Two 2 for 1 entry vouchers to the theme park and a 50% off Alton Towers Resort hotel offer were printed on 2.3 million boxes of Kleenex Originals
  • The promotional boxes were on shelf from May to September, with a total universe of 4.6 million.

Results

  • The solus activity drove almost 20,000 new visitors to the park and achieved a 0.9% redemption rate.
  • This record response was double the average redemption rate of any previous Alton Towers Resort promotion.