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Alton Towers and Goodfella’s team-up to create ‘The Smiler’ pizza

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By Michael Feeley | Founder and chief exec

March 17, 2014 | 2 min read

Alton Towers Resort and Goodfella’s Pizza have joined forces to create a limited edition pizza inspired by the resort’s latest rollercoaster, ‘The Smiler’.

Those who purchase a Goodfella’s ‘The Smiler’ pizza will receive a discounted entry offer, discounts off hotel stays and the chance to win a number of VIP packages. Supporting activity will run via both brands’ digital channels, including ‘The Smiler Hub’ hosted on Goodfella’s website, and be supported by a consumer press and D2C campaign. In addition to the limited edition pizza, an Alton Towers Resort promotion will also run across two of Goodfella’s most popular pizza ranges Fully Loaded Deep Pan and Stonebaked Thin Goodfella’s.

The unique promotional partnership was developed by independent marketing agency Mediator.

Jo Fortune, client services director at Mediator, said: “The partnership between The Smiler and Goodfella’s is a true representation of how brands can authentically come together to create something new and exciting. By developing a limited edition product, both brands demonstrate their commitment to pushing boundaries and giving customers something truly unique.”

Annette Middleton, marketing manager at Alton Towers, commented: “The aspiration for The Smiler was always to create a brand over and above the ride itself. In working with Mediator we have been able to realise this vision. Mediator’s ability to build a campaign that complements both brands whilst giving the customer something new and exciting, demonstrates their expertise at building truly mutually beneficial partnerships.”

Goodfella’s ‘The Smiler’ pizza is on sale at major supermarkets from this week until the end of October.

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Mediator Ltd

Mediator is an independent partnership marketing agency committed to delivering the most creative and strategic partnerships in the industry.

We believe every brand has assets, whether that be their brand equity, content, channels or simply their customer. By utilising these assets brands are able to achieve their marketing objectives in a more effective way.

We work with a wide range of clients, all of whom have a variety of business challenges, which need very different solutions. Predominantly we focus on delivering partnerships for our clients that fall into four key areas:

Amplification - reaching audiences in a more commercially viable way. Promotional - the smart approach to delivering sales promotions that work. Acquisition - using a partner channels to access more of your target audience. Consultative - using our experience and skills to devise the right partnership strategy for your brand.

We use a combination of industry smarts, strategic rigour, bespoke software (Partnership Engine™) and creative flair to get to the heart of the problem. All of that, coupled with an energetic team who are as good at delivery as they are at planning, makes for hard working campaigns that reach people in any number of ways.

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