The PR stunts are great for Alton Towers, it's free advertising and gets people talking. The park can't afford to run multi-million pound advertising campaigns all season and things like this really keep the park in the media.
I think Alton Towers marketing has become quite clever in recent years, quickly responding to events in the 'real' world, and despite any negative opinions amongst the fanboys, it's having a great impact on the parks head count and balance sheet!
The insects story has been followed up with some radio adverts too.
This post reads like one written by a marketing graduate.
Yes, this tactic can be very effective, but only in the short term.
This kind of stuff continuing over and over again slowly and gradually vandalises the park's own brand. Each little stunt is, in itself, a bit of interesting graffiti for a minute, but eventually the whole wall will be covered in graffiti and you'll be left wondering what colour the wall was originally.[/quote]
Most definitely true. Smash and grab marketing campaigns are a very diluted replacment too that of word of mouth, reputation and quality of service/experience.
An experience that leaves you awestruck everytime will continue to draw and satisfy customers. Where as drawing customers but merely leaving them dissapointed will not guarantee a return visit with increased recomendations
This cheap marketing might have some short-term success, as in getting people talking about Alton Towers and which may prompt more people to visit (because these stunts are keeping the park in the viewers minds) but in the long-term they are rubbing dirt into the respectable brand that the park built up during the 1990s.
In fact these articles are the sort of tat i'd expect Thorpe Park to churn out, after all that's where these PR stunts orginated (remember Say No To BO :| ) and unfortunately spread to the AT management.
But, at the very end of the day there is no point getting in a huff about this because it does generate interest for the park - even if they are embarrassing.
I do not particularly like Morwenna and her marketing teams style of marketing the park but after watching the 13 evening video, I echo what many others think in perhaps understanding why she does these things. Having said this, if she resigns tomorrow I would hardly shed a tear.