1. Methods of Promotion
This resource was produced by Walsall Travel and Tourism Development Group and The Alton Towers Resort for the Diploma in Travel and Tourism.

2. How many of the following did you include?
Make a list of the different ways in which the Alton Towers Resort promotes itself…
How many of the following did you include?
Ask the students to suggest the promotional methods they have seen for Alton Towers.

3. Television
Alton Towers uses television to promote new rides, such as this example for Th13teen. They select carefully the programmes which the commercial appears in – ask the group to suggest which programmes this may have been used in. Initially it appeared in shows such as Skins and Saturday Night Takeaway.

4. Th13teen 30 Second Commercial.

5. Internet (On line technology)
Television
Radio
Internet (On line technology)
Alton Towers Website
Facebook
Twitter
On Line Technology is used by the park to communicate with its customers. Use the hyperlinks to show the sites (where possible). Ask students to suggest the advantages and disadvantages of these websites.

6. Internet (On line technology)
Television
Radio
Internet (On line technology)
Alton Towers Website
Facebook
Twitter
Direct Marketing
The park uses direct marketing to target groups of customers.

7. This leaflet was given out in local schools and targets families
This leaflet was given out in local schools and targets families. The bar code enables the returns to be tracked. For a marketing campaign to be successful Alton Towers Resort measures the return on investment.

8. Television Radio Internet Direct Marketing Leaflets
Alton Towers Website
Facebook
Twitter
Direct Marketing
Leaflets
Leaflets are used to attract customers to the park and to secondary spend opportunities. Ask students if they collected any leaflets on their visit.

9. These leaflets are available in the park and encourage secondary spend, with the Annual Pass, Waterpark and Extraordinary Golf.

10. Television Radio Internet Direct Marketing Leaflets Posters
Alton Towers Website
Facebook
Twitter
Direct Marketing
Leaflets
Posters
Posters are used around the park to attract customer to special offers and secondary spend. Many are focussed on return visits and special events.

11. This poster was used to attract customers to an 80’s concert in 2010.

12. Television Radio Internet Direct Marketing Leaflets Posters
Alton Towers Website
Facebook
Twitter
Direct Marketing
Leaflets
Posters
Public Relations
Public Relations – The park uses press releases to gain extra publicity for the park and has been very effective in using this free form of marketing. Students may be able to suggest some examples of the parks activity.

13. Before the launch of Th13teen there were a number of press reports around the ride security. Simon Cowell’s body guard was used to protect the ride, generating publicity for the park.

14. Television Radio Internet Direct Marketing Leaflets Posters
Alton Towers Website
Facebook
Twitter
Direct Marketing
Leaflets
Posters
Public Relations
Sales Promotions
Sales promotions are used, to attract new customers, using well known brands such as Sugar Puffs (2008) and Kleenex (2010).

15. Methods of Promotion
This resource was produced by Walsall Travel and Tourism Development Group and The Alton Towers Resort for the Diploma in Travel and Tourism.