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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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Walibi Belgium
(5 articles found)

Difficult season for Compagnie des Alpes' amusement parks read more

The Compagnie des Alpes leisure parks recorded disappointing financial results during fiscal year 2012/2013 which ended on September 30. The...

CORPORATE | Walibi Belgium - Published on November 10, 2013

Compagnie de Alpes' leisure park sales continue to decline in the third quarter read more

Adverse weather conditions at the beginning of the season and the ever difficult economic conditions in Europe have negatively impacted the activities...

CORPORATE | Walibi Belgium - Published on September 9, 2013

Compagnie des Alpes' leisure park activity is down in first half of FY 2012-2013 read more

The French operator Compagnie des Alpes (CDA), which owns a dozen leisure parks and attractions in Europe and North America - including Parc...

CORPORATE | Walibi Belgium - Published on June 18, 2013

Jora Vision ready for new challenges Interview with CEO Jan Maarten de Raad read more

With the amusement park industry looking more and more for the best way to create immersive places and experiences for their visitors, designers...

CORPORATE | Walibi Belgium - Published on January 22, 2013

Belgian theme parks counterattack pessimistic weather reports read more

This isn't really a surprise, the poor weather conditions in Belgium have not really been up to the expectations of theme parks operators since...

ECONOMY | Walibi Belgium - Published on July 15, 2012