The Wicker Man

Alton Towers Resort's reputation was damaged after a rollercoaster accident left a number of riders with life-changing injuries. We helped the theme park launch its first rollercoaster since the accident, moving the conversation on to the ‘good thrill’ of a new attraction. The launch of the Wicker Man ride, the only rollercoaster to fuse wood and fire, was treated like an entertainment release with exclusive first-look images, posters, previews, reviews, carefully managed junkets with park talent, and a premiere event for media, influencers and fans. The campaign led to a swing in positive brand sentiment and a 25% year-on-year increase in visitors.