Media Procter & Gamble (P&G) Travel & Leisure

Alton Towers Resort teams with P&G to launch CBeebies Land

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By Michael Feeley | Founder and chief exec

April 2, 2014 | 3 min read

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Alton Towers Resort is partnering with Procter & Gamble in a fully integrated national campaign that will see a half price entry offer to the park feature across six family brands including Ariel, Bold, Pampers, Fairy Non-Bio and Lenor.

The partnership, developed by independent marketing agency Mediator, aims to attract young families to the new CBeebies Land which opens at Alton Towers Resort on 24th May. Young viewers of the digital TV channel will get a chance to step into the world of CBeebies and meet some of their favourite characters.

Procter & Gamble will run the promotion across 45 million packs of some of the UK’s favourite family brands – Ariel, Bold, Daz, Pampers, Fairy Non-Bio, Lenor. Products will be available nationwide across all major supermarkets.

The fully integrated campaign will be supported across multiple channels including above-the-line exposure through Proctor & Gamble brand ads on TV and in consumer press, POS in multiple retailers, communications across both brands’ digital channels and through social media buzz.

Patricia CostaPozza, assistant brand manager at P&G, said: “CBeebies Land at Alton Towers Resort will have mass appeal to our core demographic; mums with young kids. We’re excited to launch this activity into the marketplace and be the first company to align with this new attraction by rewarding our consumers with a relevant and valuable offer.”

Annette Middleton, marketing manager at Alton Towers Resort, praised Mediator’s role in creating the campaign, saying: “Mediator has secured an extensive national campaign with a leading suite of family brands. The planned activity is a really strong platform to help launch our newest attraction, CBeebies Land, and we look forward to seeing the activity live in-stores!”

Mediator’s managing director Tara Honeywell said: “The nationwide exposure across all of the major supermarkets will help to position Alton Towers Resort and its new CBeebies Land as a must-visit attraction for families across the UK. And what better way to promote a new family destination than by partnering it with the UK’s most popular family brands. ”

Young guests at CBeebies Land can meet the Veggies in Mr Bloom’s Allotment, make custard pies in Justin’s House Pie-O-Matic Factory and ride the Numtums Number-Go-Round. Other shows featured include Mike the Knight, The Zingzillas, Nina & The Neurons, In the Night Garden, Postman Pat and Tree Fu Tom.

Media Procter & Gamble (P&G) Travel & Leisure

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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.

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