Alton Towers Resort is promoting the launch of CBeebies Land with a new creative campaign devised by TBWA\Manchester.
Open from 24 May, TBWA\Manchester has set out to appeal to younger families by bringing to life CBeebies Land and its characters through the eyes of a child. The idea plays on the vivid imagination of children and sees CBeebies characters ‘photobombing’ an unsuspecting family, leading them to the new Alton Towers attraction.
Katherine Duckworth, head of marketing at Alton Towers, commented: “TBWA\Manchester has created a magical commercial that really captures children’s imaginations by bringing CBeebies Land to life in a playful way.”
TBWA\Manchester CEO, Fergus McCallum, added: “It was a really fantastic brief for us; carefully marrying two iconic brands together, whilst staying true to the core identities of each.”
A new website as well as outdoor and online activity will support the campaign.