electricBlll said:
It is also interesting how Alton Towers have continued to use the hyperbole tactics even now she has gone, although we have seen a change of direction recently with The Smiler's marketing.
Old habits as they say Bill, old habits.
The Smiler is a perfect example of high quality, multifaceted, media embracing marketing. It is creating honest intrigue through preexisting and well rehearsed methodologies, and fusing them together to create a coherent thus far incredibly well executed campaign.
It is absolute night and day compared to the SW6 rubbish, and it was rubbish. This has a quality sheen, bereft of cheap tricks and hyperbole that is not justified. There are obviously construction issues, which we have all had a big say upon, that are perhaps affecting the lineage of the campaign itself - which is annoying, as it does make it feel a little stop start.
It is always best to ever so slightly undersell until you absolutely know what the public's reaction will be, whilst also building excitement, rather that stupidly oversell and leave yourself looking almost moronic or just outright liars which is how SW6 ended up coming across.
It is quite possibly the most unique (or was) family attraction in the world, that would appeal to a broad age range, and deliver a fantastic thrilling surprise. But no. It had to the every coaster you have ever dreamed on in one blah blah.
That mantra, by how things are developing, (and if Gerst really do something reliably brilliant) would possibly be more suited to The Smiler.. legitimately.
EDIT: To save double post
James said:
You can argue SW6's hype as much as you can, but as far as figures go, 2010 was one of the best years.
Look through my post history on TowersTimes and you will find I've always admired Morwenna's work. I disagree with you because I think people talk of Morwenna very negatively just because of their personal disagreements with her style of working.
First point, it was based on a falsehood and had a knock effect later, tarnishing respect and trust in the brand, that much was abundantly obvious - and had a longer term damaging effect for short term gains. If it was so successful, why are they avoiding pretty much every method they used this time round? If something is that brilliantly successful you don't change a winning formula. Those results were false, and I personally found the whole thing to be absolute tripe, and actually ruined the experience for many of the visitors who went with far different expectations than were accurate.
That is a shame, because in and of itself, SW6 was actually a piece of absolute genius! It got spoiled by the stupid marketing, not enhanced by it, and it has taken people quite a while to get rid of the expectation the marketing created and to be able to enjoy it for what it is. They then went and ruined the surprise by showing it on daytime TV with the lights on!! You think this isn't why JW has come out to explicitly state you will have to ride it this time to discover it's secrets?
She marketed it like it was Harry Potter World, Kingda Ka, Manta, and NTG mixed into one. Fact remains, it is a pretty poor outdoor bit of coaster, with no theming, and a rather brilliant indoor/backwards bit.
It is not my favourite ride, relies heavily on novelty, and to me it doesn't feel finished and that is a great shame. Over sold, under appreciated, and under developed.
However, as for you standing by your belief in her methods, that's fair enough - we disagree, but I do have respect for you maintaining your personal views.
