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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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Alton Towers Resort
(8 articles found)

Alton Towers quietly unveils The Smiler, the biggest investment in its history read more

Alton Towers Resort, owned by the British operator Merlin Entertainments Group, is poised to once again hit a major blow with the opening of...

NEW | Alton Towers Resort - Published on January 25, 2013

Alton Towers Continues Legal Battle Against Ticket Touts read more

Alton Towers, the leading theme park in UK, has hit back hard at ticket touts who have increasingly sought to make illegal profits from selling ...

CORPORATE | Alton Towers Resort - Published on June 6, 2012

Nemesis Sub-Terra : first ever theme park attraction to be classified too scary for under 12s read more

Following unprecedented feedback from a testing panel during its beta phase, Alton Towers Resort has been compelled to seek advice from esteemed...

NEW | Alton Towers Resort - Published on March 21, 2012

Original communication initiative by Alton Towers for the launch of Nemesis Sub-Terra read more

Alton Towers Resort is customary of original marketing campaigns. And for its coming attraction Nemesis Sub-Terra which will be - according...

CORPORATE | Alton Towers Resort - Published on February 19, 2012

Alton Towers to launch two brand new attractions in 2012 read more

The Alton Towers Resort is to launch two brand new attractions for the 2012 season when the Theme Park re-opens on 24th March. Adding to its...

NEW | Alton Towers Resort - Published on January 10, 2012

Alton Towers Resort announces Ice Age 4-D attractions for Spring 2012 read more

The Alton Towers Resort is set for a cool 2012 as it announces a partnership with Twentieth Century Fox Consumer Products to bring an amazing...

NEW | Alton Towers Resort - Published on November 11, 2011

Merlin Entertainments Announces World's First Fully Immersive Ice Age Experience read more

Twentieth Century Fox Kicks Off Exciting Location Based Entertainment Strategy With 4-D Attraction, Themed Hotel Rooms, and Retail Destination ...

NEW | Alton Towers Resort - Published on November 9, 2011

Alton Towers buzz about 2013 and SW7 project read more

Alton Towers (Merlin Entertainments Group) is already working on a new roller coaster for 2013 whose code name is SW7. The park continues the tradition of its "Secret Weapons", unique roller coaster projects in the world...

NEW | Alton Towers Resort - Published on July 15, 2011

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