I had forgotten about the statement "world's first" so went back and re-read the statement.
IN A WORLD'S FIRST DERREN BROWN THE MASTER OF MANIPULATION PROMISES TO TAKE YOU ON A JOURNEY INTO A DISTORTED EXISTENCE. PREPARE TO LOSE YOUR MIND WITH A PSYCHOLOGICAL ATTRACTION LIKE NO OTHER.
AT THE HEART OF THE ISLAND YOU DISCOVER A DISUSED WAREHOUSE. IT HAS BEEN CHOSEN BY DERREN AS THE PERFECT PLACE TO EMBARK ON A TWISTED JOURNEY WHERE THE BOUNDARY BETWEEN FEAR AND FUN IS STRANGELY BLURRED.
Reading it again I'm not sure if the "world's first" is the input of Derren Brown or the ride itself. I'm guessing the earlier rather than the latter.
The "JOURNEY INTO A DISTORTED EXISTENCE" does suggest me that there will be some illusion element - possibly via the use of augment reality.
If this were to be a "world's first" in the way of a Ghost Train, what could be the new element? Automatons are a standard trope, we have seen live actors before (Passage Del Terror etc), Pepper's Ghost illusions (The Haunted Mansion) and even the slow corkscrew over the corpse in Saw could be considered a "Ghost Train" element.
New Thorpe Park Dark Ride: My Bet For The Name = "Derren Brown's Ghost Train"