Wednesday 17 September 2008

Useful information received from Alton Towers that you might want to include

Alton Towers aims to attract between 2.2 and 2.5 million visitors per season

Mission Statement

Vision: To be the global leader in location based branded family entertainment.
Mission: The delivery to our visitors of high quality memorable visitor experiences.

What is the marketing strategy at Alton Towers?
The Alton Towers' marketing strategy is to communicate its strategic brand messages to the key target markets that are teenagers, young adults and families.
The main objectives in terms of individual visitors

  • Deliver volume objectives in terms of individual visitors
  • Deliver profit objectives
  • Maintain brand leadership status within the UK
  • Continue to position Alton Towers as a destination resort.

What type of advertising does Alton Towers do?

The advertising strategy is developed as a result of a thorough review of the competitive environment, the current economic climate, research results, visitor profiles and other external and internal factors.

Alton Towers' advertising media includes TV, radio, press, direct mail, promotions and the Internet with the majority of the budget being spent on national TV.

What type of promotions does Alton Towers do?

Alton Towers runs promotions only with partners who reflect equal brand values to Alton Towers. The promotional plan must deliver high quality communication of the Alton Towers brand; strong incentives, national coverage, cover varying market sectors and ultimately ensure the Alton Towers brand is not devalued. The main types of promotions used by Alton Towers include BOGOF tickets, children go free when one adult pays full price and limited discounted tickets.

How are individuals targeted?

Through mainstream advertising and PR strategies, i.e. TV adverts, press adverts, poster campaigns, direct marketing and editorial features.

How are coach groups targeted?

Coach groups and group organisers are targeted via the Trade Sales department and through direct mail and trade PR. The Trade Sales Team works out in the field visiting coach operators and tour operators helping them to set up trips to Alton Towers.

How are companies targeted?

Companies are a vital part of the trade market for Alton Towers and are targeted via the main TV campaign. trade PR, direct mail and direct calls from sales representatives.

How are school parties targeted?

School parties are targeted by direct calls and direct mail. Visits to Alton Towers are communicated to schools as a fun and educational day out. Two on site Education Centres have been established to help students with assignments on park.

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