Chocolate biscuit brand Rocky has begun a campaign to promote a climbing wall that will be situated within Alton Towers, which includes 4 tonnes of flowing chocolate.
The wall, being unveiled within the theme park today, will be promoted by the campaign, created by Mother and bought through MediaCom, that aims to encourage families to be more adventurous.
Mt Rocky includes a chocolate scented boulder wall and a biscuit crumb grotto, as well as a 10m tall chocolate cliff face and a chocolate waterfall flowing at 70.000 litres an hour.
A viewing area has also been created, featuring scratch-n-sniff chocolate scented seating.
The campaign will include media partnerships with women’s weeklies, radio advertorials and live reads, as well as a dedicated microsite, a two-for-one ticket promotion and Facebook page.
A PR campaign, created by Cow PR, will also run around popstar Peter Andre opening the wall.
Jane Becker, senior brand manager from Rocky Chocolate biscuits, explained: “Rocky is the biscuit bar for people that want to tear off life’s wrapper and by building Mt Rocky at Alton Towers, we’re hoping to encourage families to be more adventurous together”.
James Fraser, strategist from Mother, added: “We thought it would be absolutely awesome to make a massive chocolate climbing wall. It was the perfect fit for their proposition and should be a lot of fun.”