Alton Towers retains Cake for PR

Alton Towers has retained Cake to handle its consumer public relations following a four way pitch.

Alton Towers appoints Cake

Cake will work on a PR strategy to promote both the theme park and the Staffordshire-based resort, consisting of two hotels, a Waterpark and spa.

Michele Charles, Cake’s head of PR, will lead the account and report to Alton Towers Resort’s PR manager Liz West.

Charles said: “We will develop a creative but strategic plan to encourage consumers to reconsider their immediate reaction to the Alton Towers Resort, in order to widen and challenge people's perceptions about the brand and the Resort.”

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