Alton Towers: Oblivion, Don't Look Down - IPA AREA Effectiveness Awards Case Study 1999

Brief Description: Alton Towers, one of Britain's most famous family brands, needed to be seen as cool by its key youth market, an adjustment in consumer profile and to deliver more revenue. Using an integrated 'through the line' or 'through the business' approach to increase consumer awareness, Oblivion was launched. Within the first two weeks of the launch, 63% of the target audience had heard of the ride and by the end of the season Alton Towers had generated a 19% increase in net revenue. ;---(TAGS)--- Full Title: ALTON TOWERS OBLIVION - DON'T LOOK DOWN ; Number: A1999/14 ; Brand Name: Alton Towers ; Client: Alton Towers ; IPA_ProductCoding: Entertainment & Leisure (Visitor attractions) ; Agency: J Walter Thompson Manchester ; Author: GARY MOSS, LINDSAY GREGORY ;