THORPE PARK - 2009 - Marketing And Promotion
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Transcript of THORPE PARK - 2009 - Marketing And Promotion
Marketing and Promotion
2009
Colossus
Nemesis Inferno
Stealth
SAW – The Ride
Copyright Merlin Entertainments Group Copyright Merlin Entertainments Group LtdLtd
Let the game begin…
The key marketing plan challenges
• Use the ride “metal” = volume • Use of the IP = Penetration, grow age footprint • Efficient use of media to support key volume
targets Launch SAW as the world’s most terrifying rollercoaster
• Balance Thorpe branding & positioning with the new ride & IP
• Further establish Thorpe as The Nations Thrill Capital
• Push “thrilling” further & integrate throughout the business
• Firmly differentiate from Alton • 8th Year of Fright Nights – Push to Advance book
only • Drive off peak volume • Grow short breaks business through key trade
channels
OBJECTIVES - Volume
•Fantastic new product! SAW – The Ride
•Increased marketing spend and fantastic plan.
•Strong Promotions, group and solus.
•Massive Annual Pass sales push.
•Grow advance book (particularly fright nights).
•Continue to grow multi-day and short breaks.
Objectives - Revenue
•Increase on 08 starting lead price to £35!
•Increase in Fastrack from Saw – The Ride
•Increase in retail revenue from Saw- The Ride
Thorpe Park ticket sale Thorpe Park ticket sale channelschannels Promotions
759kAnnual Pass180kWalk up 145k
Web 131k
Frees 36k
The Four Ps – Marketing mix
Product– Theme park – extreme thrill rides – families– Fastrack – Bounceback – Annual Passes– Food and drink – merchandise and photos– Events – Fright nights
Place– Niche market – thrill seekers – the UK’s
Thrill Capital
The Four Ps - Marketing Mix
Promotion– On site - local – national –strategies– On-line strategies
Price– Volume targets – overheads – development
costs – compare with football, London cinema– Primary ticket revenue and Fastrack biggest
margin driver.– Marketing, employment and utilities biggest
cost drivers.
Total Visitor VolumeTotal Visitor Volume
0200000400000600000800000
100000012000001400000160000018000002000000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009Budget
Thorpe Park SWOT
Strengths• Good brand awareness • Location• Customer segment (thrillseekers)• Positioning• Breadth of thrill ride offer•SAW – The Ride
Weaknesses•Limited investment in communications• Lack of family ride/experience offer• Poor value for money perception for theme parks• Ride availability Opportunities
• Grow frequency of visit • Increase consumer penetration• Segment consumers to deliver greater yield potential• Leverage other group attractions to a greater degree• Increase advance sales• Increase annual passes
Threats• Lack of positioning clarity alienates all• The weather• Other leisure activities•Other parks•High investment from competitors in the UK and abroad•Global recession
Thorpe Park PEST
Political• Government drive activity• More health/active initiatives• School health and safety issues•‘Buying British’
Economic• Interest rates decrease increases PDI• Negativity in UK leads to re- trenching of expenditure•Trend to UK holiidays
Society• Feel need to exercise more• Active family v passive family• May need more escape,• Economy may decline•Teen/young adult trends.
Technological• More competition for leisure time, eg, DVD technology, X-Box• Bigger, faster, scarier
Copyright Merlin Entertainments Group Copyright Merlin Entertainments Group LtdLtd
2007 Visitor Volumes by Week
0
20000
40000
60000
80000
100000
12000010
-Feb
24-F
eb
9-M
ar
23-M
ar
6-A
pr
20-A
pr
4-M
ay
18-M
ay
1-Ju
n
15-J
un
29-J
un
13-J
ul
27-J
ul
10-A
ug
24-A
ug
7-Se
p
21-S
ep
5-O
ct
19-O
ct
2-N
ov
Num
ber
of G
uest
s
Easter
Holidays
May
Half
Term
Schools Weeks
Fright
NightsSchool
Holidays
Feb
Half
Term
Open
Full
Time
CUSTOMER RESEARCH
Exit SurveyExit Survey
Data Data CaptureCapture
Staff FeedbackStaff Feedback
Your Voice CountsYour Voice Counts
The Wizard Wants The Wizard Wants to Knowto Know
Customer Customer Focus Focus GroupsGroups
Mystery Mystery ShopperShopper
Ad Hoc Ad Hoc On-Park On-Park
ResearchResearch
PostcardsPostcards
WorkshopsWorkshops
Customer Research
Intention to Visit Intention to Visit ResearchResearch
2009 - Installation of touchscreens for timely feedback.
45%
28%
21%
6%
13%
6% 6%0%
6%
25%
18% 17%13% 11%
8% 6% 4% 3%
2006 2007
Fright Nights - Guest Feedback - Communication & Reasons to VisitFright Nights - Guest Feedback - Communication & Reasons to Visit
57%51%
39%
16%
4%
42% 42%35% 32%
11% 11%
Rides in the Dark Horror Mazes Late ClosingTime
OverallExperience
Circus of Horrors Other
How did you hear about Fright Nights?
What influenced your decision to come to Fright Nights?
Base: Communication: 2006 (47); 2007 (182). Reasons to Visit: 2006 (51); 2007 (132).
Please note: ‘Other’ most commonly relates to visiting Fright
Nights in a previous year.
N/A
What the media think
New positioning is working Very positive about recent improvements /
rides See Alton Towers as direct competitor
“It’s a good day out, and has more thrill seeker rides now.” Best - Pat Richardson, travel
editor
“I really like it – we went on a team day out lastyear and really enjoyed it. I especially liked the big blue roller coaster with the inverted
loops!” First News – Serena Lacey, ents & showbiz editor
“I don’t know much aboutit as not been but it
seems to have got a lot better in recent years”
Monkey – Leon Poultney,reviews editor
“It has more mature rides. It has something for everyone
including rides that are a bit mental.”Zoo – Gavin Brett, news editor
“It seems like a good park, especially as its got more extreme rides recently.”
Nuts – Adam Ralph, Staff Writer
What our target consumers
think
Rides, price & distance biggest attendance factors New positioning is working (but needs reinforcement) Parents influenced by childrens’ views Service issues
“Thorpe Park has improved greatly over the last few years, adding some more
serious coasters to rival Alton Towers, but ultimately has more to offer everyone.”
Sam, 25
I had half price tickets – they are the main incentive to come’
Melissa, 22
I’ve been 3 times now and have always enjoyed myself. It’s a good place to go on a day out
with your mates, especially with the rides they have now
Austin, 14
“It’s a good day out for teenagers and the Fright Nights are fun. It’s
a shame that some of the big rides never seem to be working
though” David, 19
“I’d take advice from the children as happily don’t know that much about theme parks.
I’ll have a go if I have to, the kids love Thorpe Park’
Harriet 42
Targeting Our Consumers
Mid-Teens Thrill-
seekers
855,000
20+ Singletons
Thrill-seekers
1,807,000
Families (kids aged 10+) Up-For-It
1,451,000
Aged 15-19,living in London/SE with thrill-seeking attitudes
Aged 20-29, living in London/SE with thrill-seeking attitudes
Families with children aged 10-15,living in London/SE with an up-for-
it attitude
Thrill HuntersThrill Hunters
15 – 30 Adults (slight male bias)
Living in London / SE
Thrill-seeking attitudes
I can’t resist buying magazines
I wear designer clothes
Celebrities influence my purchase decisions
I want to get to top of my career
My car should catch people’s attention
I spend a lot on clothesI am a regular
cinema goer
I like to try new drinks
I like to stand out in a crowd
My car should express my personality
I like taking risks
I am influenced by comments from other
internet users
I tend to spend money without
thinking
I like to keep up with the latest fashions
I spend a lot on toiletries & cosmetics
Designer label improves a person’s
image
I buy new products before
most of my friends
I like to listen to new bands
Inspiration for a day out comes from a wide variety of sources
Most popular sources of information for days out, 15-24s
0
10
20
30
40
50
60
Word ofmouth
Internet Know ing adestination
w ell
What's onlistings
Picking up aleaflet
Adverts Know ledgeof a
particularevent
%
Source: Mintel ‘Days Out’
Media Consumption (16-34’s)Thinking about your day to day life, how do you spend most
of your spare time?
0
5
10
15
20
25
30
Most of your time
Browsing the Internet Watching TV
Chatting on MySpace / Facebook etc Shopping centres
Playing games console / online Watching sport
Listening to MP3 player Pubs / Bars / Clubs
Reading Mags Listening to radio
Parks Cinema
%
Online and TV are the central touchpoints for
our target audience
Stealth Shunt
2008 Campaign
Primeval
Dirty Sanchez
Fright Nights
Objectives: - Secure volume – matching 2007 levels- Ensure cut through of new news
Message: - Fright Nights – Bigger and Better
Targeting: - Thrillhunters Everywhere- Teens/Twentysomethings
2008 Attractions: - New Attraction for 2008- New 5D Horror Show- The Mazes: Asylum, Hellgate, Seven - Rides in the Dark
Revenue Generators: - Late entry ticket offer off peak- Advance Book guaranteed entry message- VIP Fright Nights package
- Fright Nights merchandise
Advertising: - MTV sponsorship – creative linked to Fright Nights- 2 week radio advertising on
Capital/XFM/Virgin/Kiss- 2 week radio promotion and OB with Kiss FM- Email and offer to Kiss and MTV online databases
Online: - Viral videos seeded to all social network sites- Microsite for new attraction
Promotions: - Existing promotions still live- The Sun- Local press and radio
PR: - Press Preview and Media Party- ‘Screaming’ creative mailing (what’s on)- Profile of maze creators- Radio interviews & Photo call
On Park: - Fright Nights 2008 will be promoted all season on park
Timing Activity Plan
November 2007 Planning submission press release distributed to trade press
March 2008 Planning Approval press release
In park advertising awareness created around the build site
June 2008 Microsite goes live
June 2008 onwards
Regular online updates/Developer Diary
October 2008
January 2008
Call to action in-park for 2009 launch
Recruit ‘test riders’ launch competitions in media to be first to ride
March 2009 Media Launch
Enthusiasts Event Launch
March/April 2009 Launch Advertising campaign commences
June/July 2009 Summer Advertising commences
October 2009 Halloween Advertising commences
2009 Coaster Launch
2009 Coaster Launch
The story so The story so far ….far ….
SAW 13.1
Copyright Merlin Entertainments Group Copyright Merlin Entertainments Group LtdLtd
Key InsightsKey Insights
Increase penetration by growing the Increase penetration by growing the age footprint of the park age footprint of the park
– Horror lovers 20-24yrsHorror lovers 20-24yrs
Differentiate Thorpe by being “cool”Differentiate Thorpe by being “cool”
Therefore we need to be in the Therefore we need to be in the company of the most thrilling moments company of the most thrilling moments of youth cultureof youth culture
The components of thrilling are The components of thrilling are AnticipationAnticipation & & ShockShock
Copyright Merlin Entertainments Group Copyright Merlin Entertainments Group LtdLtd
Key Timings Key Timings
Mar – Apr – May – Jun – Jul – Aug – Sep – Oct – Nov
Generate buzz about the new coaster and deliver volume over the Easter holidays
Maintain a presence during late-Spring/early-Summer and drive volume over Whitsun break
Finish on a fright at Halloween
TV & radio media will follow the PR launch on w/c23rd March and will make use of the media multiplier effect by phasing TV, cinema and radio simultaneously to give scale
PR 13th
Copyright Merlin Entertainments Group Copyright Merlin Entertainments Group LtdLtd
TV Programming TV Programming
Our Our corecore programming is focussed on horror & shocking youth programming is focussed on horror & shocking youth cultureculture
TV. To ensure that we reach a widespread audience. TV. To ensure that we reach a widespread audience.
We also need a broad programme environment eg: Saturday We also need a broad programme environment eg: Saturday night TVnight TV
Typical Horror Programming
Shocking Youth Culture TV
Copyright Merlin Entertainments Group Copyright Merlin Entertainments Group LtdLtd
The Channel Mix The Channel Mix
Core mass market & regional channels deliver widespread reach & quality programme environment
Will also reach the subaudiences of HWK’s 10-15
Satellite Channels will add coverage & provide excellent youth programming
Copyright Merlin Entertainments Group Copyright Merlin Entertainments Group LtdLtd
Easter TV – from 25 March Easter TV – from 25 March
290 TVR’s in total across a three week period.290 TVR’s in total across a three week period. Launch with 30” to announce the ride – drop to mix 30” Launch with 30” to announce the ride – drop to mix 30”
& 10”& 10”
0
20
40
60
80
100
120
25th
-29th
Mar
30-M
ar
06-A
pr
13-A
pr
16-3
4 T
VR's
30" 10"
Reaching 70% of 16-34’s @ 4.2 OTS Reaching 73% of HWK’s @ 4.9 OTS
YOY TVR BREAKDOWN
Easter Summer Total
2009 290 300 590
2008 165 85 250
Var vs ‘08 125 215 340
Copyright Merlin Entertainments Group Copyright Merlin Entertainments Group LtdLtd
Summer TV – from 13 July Summer TV – from 13 July
300 TVR’s in total across a three week period.300 TVR’s in total across a three week period. Mix of 30” & 10” to boost cover & frequencyMix of 30” & 10” to boost cover & frequency
0
20
40
60
80
100
120
13th
Jul
20th
Jul
27th
Jul
3rd A
ug
10th
Aug
16-3
4 TV
R's
30" 10"Reaching 70% of 16-34’s @ 4.2 OTS Reaching 73% of HWK’s @ 4.9 OTS
YOY TVR BREAKDO
WN
Easter
Summer
Total
2009 290 300 590
2008 165 85 250
Var vs ‘08 125 215 340
Copyright Merlin Entertainments Group Copyright Merlin Entertainments Group LtdLtd
Creative – Work in Progress Creative – Work in Progress
Copyright Merlin Entertainments Group Copyright Merlin Entertainments Group LtdLtd
Creative – Work in Progress Creative – Work in Progress
Copyright Merlin Entertainments Group Copyright Merlin Entertainments Group LtdLtd
Cinema – 27 Feb – 30 April
SAW launch to Horror fans..
Cinema – 27 Feb – 30 April
SAW launch to Horror fans..
Use cinema to announce Thorpe/SAW to Use cinema to announce Thorpe/SAW to core horror fanscore horror fans
Announces ride to those with strong Announces ride to those with strong affinity to SAW, not necessarily Thorpe affinity to SAW, not necessarily Thorpe Park.Park.
Bespoke break out ad in Pearl & Dean Bespoke break out ad in Pearl & Dean ident.ident.
5 films identified in Pearl & Dean 5 films identified in Pearl & Dean cinemas in London &cinemas in London & South East South East
Activity w/c 27Activity w/c 27thth Feb – 30 April ’09 Feb – 30 April ’09
Estimated delivery 367k cinema Estimated delivery 367k cinema admissionsadmissions
Copyright Merlin Entertainments Group Copyright Merlin Entertainments Group LtdLtd
Cinema 27 April – end June
Building Awareness – Broad Audience
Cinema 27 April – end June
Building Awareness – Broad Audience• Provides uniquely captive audience• Helps maintain presence & build on TV cover• Focus on May/June, supports Whitsun & awareness in off peak • Buy AGP (audience guarantee package) against young adults• Key Films:
• X Men 1 May• The Descent2nd May• Star Trek 8th May• Drag me to Hell 29 May• Adventureland 29 May (Theme park comedy)• Terminator 5 June
Copyright Merlin Entertainments Group Copyright Merlin Entertainments Group LtdLtd
Radio – Extended Station Coverage
Core target audience & regional coverage
Radio – Extended Station Coverage
Core target audience & regional coverage
Thorpe ParkThorpe ParkThorpe ParkThorpe ParkThorpe ParkBristolBristolBristolBristolBristol
BirminghamBirminghamBirminghamBirminghamBirmingham
LondonLondonLondonLondonLondon
AldershotAldershotAldershotAldershotAldershotAndoverAndoverAndoverAndoverAndover
AshfordAshfordAshfordAshfordAshford
AylesburyAylesburyAylesburyAylesburyAylesbury
BanburyBanburyBanburyBanburyBanbury
BansteadBansteadBansteadBansteadBanstead
BasildonBasildonBasildonBasildonBasildon
BasingstokeBasingstokeBasingstokeBasingstokeBasingstoke
BathBathBathBathBath
BedfordBedfordBedfordBedfordBedford
BedworthBedworthBedworthBedworthBedworth
BexhillBexhillBexhillBexhillBexhill
Bishop's StortfordBishop's StortfordBishop's StortfordBishop's StortfordBishop's Stortford
Bognor RegisBognor RegisBognor RegisBognor RegisBognor Regis
BournemouthBournemouthBournemouthBournemouthBournemouth
BrentwoodBrentwoodBrentwoodBrentwoodBrentwood
BridgnorthBridgnorthBridgnorthBridgnorthBridgnorth
BrightonBrightonBrightonBrightonBrighton
BroadstairsBroadstairsBroadstairsBroadstairsBroadstairs
BromsgroveBromsgroveBromsgroveBromsgroveBromsgrove
Bury St EdmundsBury St EdmundsBury St EdmundsBury St EdmundsBury St Edmunds
BusheyBusheyBusheyBusheyBushey
CamberleyCamberleyCamberleyCamberleyCamberley
CambridgeCambridgeCambridgeCambridgeCambridge
CanterburyCanterburyCanterburyCanterburyCanterbury
Canvey IslandCanvey IslandCanvey IslandCanvey IslandCanvey Island
ChathamChathamChathamChathamChatham
ChelmsfordChelmsfordChelmsfordChelmsfordChelmsford
CheltenhamCheltenhamCheltenhamCheltenhamCheltenham
ChertseyChertseyChertseyChertseyChertsey
CheshamCheshamCheshamCheshamChesham CheshuntCheshuntCheshuntCheshuntCheshunt
ChichesterChichesterChichesterChichesterChichester
ChigwellChigwellChigwellChigwellChigwell
ChristchurchChristchurchChristchurchChristchurchChristchurch
Clacton-on-SeaClacton-on-SeaClacton-on-SeaClacton-on-SeaClacton-on-Sea
ColchesterColchesterColchesterColchesterColchester
CorbyCorbyCorbyCorbyCorby
CoventryCoventryCoventryCoventryCoventry
CowesCowesCowesCowesCowes
CrawleyCrawleyCrawleyCrawleyCrawley
DartfordDartfordDartfordDartfordDartford
DealDealDealDealDealDorkingDorkingDorkingDorkingDorking
DoverDoverDoverDoverDover
DudleyDudleyDudleyDudleyDudley
DunstableDunstableDunstableDunstableDunstable
EastbourneEastbourneEastbourneEastbourneEastbourne
EastleighEastleighEastleighEastleighEastleigh
EghamEghamEghamEghamEgham
EpsomEpsomEpsomEpsomEpsom
FarehamFarehamFarehamFarehamFareham
FarnboroughFarnboroughFarnboroughFarnboroughFarnborough
FarnhamFarnhamFarnhamFarnhamFarnham
FelixstoweFelixstoweFelixstoweFelixstoweFelixstowe
FleetFleetFleetFleetFleet
FolkestoneFolkestoneFolkestoneFolkestoneFolkestone
GillinghamGillinghamGillinghamGillinghamGillingham
GloucesterGloucesterGloucesterGloucesterGloucester
GosportGosportGosportGosportGosport
GraysGraysGraysGraysGrays
Great MalvernGreat MalvernGreat MalvernGreat MalvernGreat Malvern
HalesowenHalesowenHalesowenHalesowenHalesowen
HarlowHarlowHarlowHarlowHarlowHarpendenHarpendenHarpendenHarpendenHarpenden
HastingsHastingsHastingsHastingsHastings
Hemel HempsteadHemel HempsteadHemel HempsteadHemel HempsteadHemel Hempstead
Herne BayHerne BayHerne BayHerne BayHerne Bay
High WycombeHigh WycombeHigh WycombeHigh WycombeHigh Wycombe
HinckleyHinckleyHinckleyHinckleyHinckley
HitchinHitchinHitchinHitchinHitchin
HorshamHorshamHorshamHorshamHorsham
HoveHoveHoveHoveHove
KetteringKetteringKetteringKetteringKetteringKidderminsterKidderminsterKidderminsterKidderminsterKidderminster
KingswoodKingswoodKingswoodKingswoodKingswood
LeatherheadLeatherheadLeatherheadLeatherheadLeatherhead
LetchworthLetchworthLetchworthLetchworthLetchworth
LowestoftLowestoftLowestoftLowestoftLowestoft
LymingtonLymingtonLymingtonLymingtonLymington
MaidenheadMaidenheadMaidenheadMaidenheadMaidenhead
MaidstoneMaidstoneMaidstoneMaidstoneMaidstone
MangotsfieldMangotsfieldMangotsfieldMangotsfieldMangotsfield
MarchMarchMarchMarchMarch
MargateMargateMargateMargateMargate
NewburyNewburyNewburyNewburyNewbury
NewportNewportNewportNewportNewport
NorthamptonNorthamptonNorthamptonNorthamptonNorthampton
NuneatonNuneatonNuneatonNuneatonNuneaton
OxfordOxfordOxfordOxfordOxford
PoolePoolePoolePoolePoole
RamsgateRamsgateRamsgateRamsgateRamsgate
ReadingReadingReadingReadingReading
Royal Tunbridge WellsRoyal Tunbridge WellsRoyal Tunbridge WellsRoyal Tunbridge WellsRoyal Tunbridge Wells
RugbyRugbyRugbyRugbyRugby
SalisburySalisburySalisburySalisburySalisbury
SittingbourneSittingbourneSittingbourneSittingbourneSittingbourne
SolihullSolihullSolihullSolihullSolihull
Southend-on-SeaSouthend-on-SeaSouthend-on-SeaSouthend-on-SeaSouthend-on-Sea
StevenageStevenageStevenageStevenageStevenage
SwindonSwindonSwindonSwindonSwindon
TonbridgeTonbridgeTonbridgeTonbridgeTonbridge
WatfordWatfordWatfordWatfordWatford
WellingboroughWellingboroughWellingboroughWellingboroughWellingborough
WeymouthWeymouthWeymouthWeymouthWeymouth
WhitstableWhitstableWhitstableWhitstableWhitstable
WinchesterWinchesterWinchesterWinchesterWinchester
WindsorWindsorWindsorWindsorWindsor
WorcesterWorcesterWorcesterWorcesterWorcester
YeovilYeovilYeovilYeovilYeovil
IpswichIpswichIpswichIpswichIpswich
SouthamptonSouthamptonSouthamptonSouthamptonSouthampton
Copyright Merlin Entertainments Group Copyright Merlin Entertainments Group LtdLtd
Additional “thrilling” media
Additional “thrilling” media
GamingGaming A key channel for 16-24s, rapidly growing in consumption hoursA key channel for 16-24s, rapidly growing in consumption hours New technology allows us to insert ads dynamically & target on a New technology allows us to insert ads dynamically & target on a regional basisregional basis
Social NetworkingSocial Networking Generate buzz at launch & develop longer term relationships with core Generate buzz at launch & develop longer term relationships with core fansfans Testing effectiveness of Facebook response at £15k budget level leading Testing effectiveness of Facebook response at £15k budget level leading up to Easterup to Easter
ViralViral Develop unique personalised Billydoll/TP viral visual – Link to offer Develop unique personalised Billydoll/TP viral visual – Link to offer Seeding to key online influencers and online mediaSeeding to key online influencers and online media
Copyright Merlin Entertainments Group Copyright Merlin Entertainments Group LtdLtd
The Year Laydown The Year Laydown Mar – Apr – May – Jun – Jul – Aug – Sep – Oct – Nov
290 TVRs
300 TVRs
TV Launch
TV Summer
Cinema
Radio Airtime
Radio Promotions
Viral
In-game
Social Networks
Search
Copyright Merlin Entertainments Group Copyright Merlin Entertainments Group LtdLtd
Thrilling PR – Pre-launchThrilling PR – Pre-launch
• 2/3 TV hits prior to launch
• Ant & Dec Saturday Night Takeaway - recce 15.01.09
• London Tonight / The One Show – hot leads focussing on construction
• Sunday Night Project, T4, MTV News – liaising
• G-Force testing – Jan/Feb Spoof
• Test ride for impact of G-force on breast implants
• High impact PR launch across all media
• Print previews in key media – Feb/March
• What’s On features
• 12th March Celebrity press day to hit press Friday 13th in features & news
• Radio blitz to main London stations Friday 13th
PR continuedPR continued
• The Ultimate Escape – Easter Focus SAW
• Celebrity ‘hard-man’ escapology stunt
• “Help the heros” charity link recruit & train celeb
• Broadcast media to form live audience: London Tonight; Kiss/Capital; Tabloids; Consumer press (lads focus)
• Summer
• Dedicated reviews programme of Thorpe to maximise exposure
• Reviews & listings programme for key dates & business periods(Feb H-T; Launch; Easter; May H-T; Summer; Fright Nights; Thorpe Blast)
• Fright Nights
• World’s first certified ride – Certificate 18
• Post-launch, spoof story on number of people fainting/times paramedics called
April 1stApril 1st
Copyright Merlin Entertainments Group Copyright Merlin Entertainments Group LtdLtd
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
MEG MEG Strong Strong ControlControl
ATLATL
MEG MEG Third Third Party Party LinkLink
MEG MEG 100% 100%
ControlControl
PAID PAID FOR/FOR/
OTHEROTHER
Blue = Confirmed Orange = +50% Red= RiskGreen = Thorpe Solus @ 50%
’09 Promotional Plan
Global – Travelex 24122k
CWoA/TP Door Drop
241Tesco 241
Press241
Press241
Horror filmswith Lionsgate
HMV/LOVEFILM 241
The Sun Group
Restaurant ELC/MothercareKGF
Capri Sun
WHSmiths 241Burger King Disc
Sains/Matalan/Ice 241
NOTW – SAW Launch Persil KGF Walkers Brit Trips Disc
Coke Disc
SAW V – DVD Mastercard 241GAME
241
Cross Group Initiatives
MEDIA: SKY KGF
London Reader Offer
PAID FOR CONTRACTS: TESCO CLUBCARDS / AIRMILES / NECTAR 586k
Trade OverviewTrade Overview
• Achieve 423k visitors (+10k vs ’08)
• Maintain schools volume @ 162k but increase yield to £12.24 (+£2.24 vs ’08)
• Bespoke events / Microsite / Education Centre / Improved resource packs
• Re-launch Thorpe Short Breaks & 2nd day free packages
• Ticket & accommodation package / Hen & Stag / Themed hotel rooms
• Refresh Carrier activity – South Western Trains – Aim for 2 hits
• New creative on Posters, Leaflets, Rail cards & Direct Mailing activity
• On-line partners – Price parity during peak / tactical off peak discounting
• Drive Groups through combination tickets with London cluster (London Eye, Dungeons, Boat Trip, Sea Life, Madame Tussauds)
• Launch dedicated Groups microsite