Alton Towers teams with Fudge Urban to promote launch of The Smiler

Alton Towers has launched an on-pack promotion with Fudge Urban to offer two for one tickets to the resort, in order to raise awareness on new rollercoaster The Smiler.

The Smiler, which launched at the end of February with an AR gamification campaign, will be promoted via the hair product range, which is exclusively available at Superdrug.

The deal, brokered by Mediator, will also see Fudge Urban consumers being offered the chance to win a number of ‘money can’t buy’ VIP experiences at the park.

Jo Coughlin, account director at Mediator, said: “Collaborations with youth focused brands allows Alton Towers Resort to reach out to a key visitor group, and Fudge Urban has provided exposure in an environment which Alton Towers Resort rarely has presence within.”

The campaign will be supported by Fudge Urban and Superdrug through window posters, in store POS and digital channels.

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