Today, Alton Towers’s Official Facebook page was updated with this teaser image, encouraging fans to bring the “Fantastical Express” to their town, starting this week. This is seemingly a continuation of the Summer Of Escapes marketing campaign, started last week with the Instant Escape Week giveaways. It remains to be seen whether or not this will be an actual bus touring the country, or something else, but the picture claims it will be “starting this week!”, and Alton Towers have stated that more information will be released Wednesday.
This style of all-summer marketing campaign is reminiscent of last year’s successful All Time Greats awards, which saw punters encouraged to vote for their all time favourite Alton Towers rollercoaster, and had staff and guests alike demonstrating their support through badges, signs, and videos, culminating in a clear victory for Nemesis.
From the teaser image, however, it would seem that this campaign will be targeted far more away from the resort, presumably to advertise in regions further away with location-specific events, or perhaps offering transport to the resort itself. The wider Summer of Escapes campaign is likely to be the brainchild of the Resort’s new marketing director, appointed at the beginning of this year, and seemingly demonstrates a welcome move away from the tabloid publicity stunts seen in the past few years.
What are your thoughts on Alton Towers’s latest marketing venture? Join the speculation about all things Towers on our lively discussion forums! Here at TowersStreet we will strive to update you with the latest on the campaign as it is announced.
