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Original communication initiative by Alton Towers

for the launch of Nemesis Sub-Terra

Update : 19:54 Published by François Mayné the 19 February 2012, Corporate.

Alton Towers Resort is customary of original marketing campaigns. And for its coming attraction Nemesis Sub-Terra which will be - according to the park - the Britain’s most psychologically thrilling experience , there are plenty of possibilities !

Indeed, Alton Towers has made a surprising communication action last week in a Shopping Center of Wandsworth, London. Shoppers were given a fright as they stepped into a lift... When the doors opened, they were only inches away from plummeting down a bottomless lift shaft. Or at least that is what it seemed…

The experiment was set-up to test the fear-factor of the British public. Unsuspecting shoppers were fooled by a 3D illusion on the floor of the lift. One shopper said “A deep, dark lift shaft is not what you expect to see on your average trip to the shops! It gave me a bit of a fright, but I quickly realised the joke was on me! I then had a laugh watching other people’s reactions a they walked past. ”

Katherine Duckworth, head of consumer marketing at Alton Towers Resort, said, “Nemesis Sub-Terra is by far the most terrifying of our attractions to date and we really wanted to test the limits of the British public to see if they could cope with what it has in store. When creating the illusion inside the lift we considered some our most common fears including heights, darkness and claustrophobia that are also a core part of the new attraction. The reactions of the public were fascinating and we can’t wait to see what happens when people come and experience the new attraction for the first time.”

Combining terrifying and immersive elements the spine-chilling Nemesis Sub-Terra experience starts in a lift that takes visitors deep underground beneath Alton Towers Resort, where a system of hidden and darkened caves has been uncovered.

Opening on 24 March, and unlike anything seen before in the UK, Nemesis Sub-Terra is based upon the back-story of the original Nemesis rollercoaster, which opened in 1994. "Even the bravest of thrill seekers in Britain will struggle to keep their cool as the fear of the unknown creeps up on them and they realise their worst nightmare underground!" states the park.

For more details on Nemesis Sub-Terra visit www.altontowers.com/2012

Marketing - Advertising - - -

Written by François Mayné

François Mayné Publishing Director » Contact Us
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