Although I'm normally against OTT marketing (resort this, resort that), I could make an exception for fireworks this year. AT will have a huge captive audience whose attention will be fully focused on the event on the last 2 days of the season.
If I were them, I would theme the fireworks to the Secret Weapons, beginning with a huge SW8 firework sign at the start, working through the SW series from Nemesis to the Smiler, and end with a big reveal of the SW8 name, music and imagery. I'd leave them desperately wanting to experience the new ride. I'd market it to family thrill and get the kids (let's face it, they're the ones really in charge) to badger to their parents to bring them back.
I'd merchandise the hell out of it too, selling SW8 t shirts, hoodies, etc (at a marked up price) with the promise of a "free" T Shirt, hoodie, etc with the rides real name only available in park next season upon presentation of a paid entry ticket and a receipt for the SW8 shirt or hoodie. I'd even have limited edition style shirts and hoodies that would be available only on specific days or with multiple visits. The rarest would require say 10 admission tickets. Oh and maybe a family ticket, say two adult and two kids SW8 shirts for £120 with a real name shirt with receipt and family ticket next season.
Am I evil enough to work in Merlin''s marketing department?