Alton Towers Marketing Post Accident

Alton editorials Marketing Post AccidentALTON TOWERS REPORTAlton Towers has been heavily suffering from the worst reputation of the accident happened on 2nd June 2015 which made two young women on the Smiler ride suffered leg amputations and others suffered severe injuries when their carriage collided with a nonmoving carriage on the same track (Health and Safety Executive, 2016) . The ships company has lost a lot of money and their market value because of this fortuityAccording to gumshoe Campbell for The Daily Mail (Alton Towers crash wipes 100 one million million million from owners value as it looks set to lose millions in lost bookings, 2015), Alton tower has wiped almost 100 million from its value by this weeks crash and the company is set to lose millions in lost bookings. The companys market value fell by 160million but it has since recovered slightly of the losses.Alton Towers saw a signifi fecal mattert f any in visitor numbers after the accident, which resulted in the park shutting for four mean solar days. This means it makes 464,000 a day on average even it will be higher because it is pass. It is reported that Alton towers lost almost 1million fees in 2 of the days that the park closed. Moreover, many analysts and experts mother besides warned that pile may lose their confidence in the firm could by the incident, leading to fewer people booking tickets in following seasons. turncock Campbell also mentioned that There atomic number 18 also worries that it could knock appetite for theme park visits, which is crucial for Merlin as drawions including Thorpe Park and Chessington World of Adventures make up a significant part of its business (Alton Towers crash wipes 100 million from owners value as it looks set to lose millions in lost bookings, 2015).The BBC News also reported the financial result to the owner that the sales at the assemblys resort theme parks division, which includes Alton Towers, fell 12.4% (Merlin see profits cra m despite Alton Towers accident, 2016) deficiency of using accessible media networks (Facebook, Twitter, Instagram)Social media networks are one of the most effective and easiest ways to get to people all around the world. The number of social media networks users in the UK is extremely high with 32 million Facebook users, 15 million people using Twitter, 14 million people having an Instagram account and more users of other social networks. This is a big channel to the market and customers that Alton Towers has not invested and developed well enough to take the advantages. The Facebook fan page of Alton Tower has almost 1,4 million followers, oddly provided 5,5 thousand people follow Alton Towers Theme Park fan page, which is very low. As a result, Alton Towers has missed a lot of opportunities to widen the companys plan and make through social networks.Lack of promotionBecause Alton Towers theme park is only open for part of the year, it is difficult for them to carry out diff erent events and promotions. In 2016, Alton Towers theme park was open from 29th March to 6th November, which means mostly summertime. The ticket price is also high and people find it authentically expensive to attend at peak times. Moreover, Alton Towers theme park is located in a fairly rural location which may cause people difficulties to get there.Poor availThere have been a number of complaints from customers who had bad experiences at Alton Towers and Alton towers theme park on many reliable websites analogous tripadviser.com. Most of them were about the poor customer service and interaction when they need. This may leave Alton Towers a negative reputation and bad impression when someone expression for the certifyation to plan their trip at Alton Towers. Also Alton Towers does not provide a service after use well enough to satisfy customers.A brand new marketing campaign is suggested for Alton Towers theme park to increase the company image after suffering the bad reputat ion from the last incident as well as to solve current marketing issues. The topic for the marketing campaign is a PHOTO CONTEST. It is all about sharing the protrudes of the funniest moments in Alton Towers theme park and winning attractive prizes. The name of this campaign is Lets laugh and the haschisch tag is letslaughatthemepark.3.1 CAMPAIGN OBJECTIVESAttract more customers Since the last accident in Alton tower theme park has caused a decrease in the number of visitors to the park, the company needs to fix this and get more people to here. Beside targeting families in group as usual, this campaign will widen the target customers to the young people with the age from 15 to 40, especially social networks users to take advantages from this big channel to customers. rhytidoplasty Alton Towers image and brand through social network and modern techniquesBy sharing picture taken at Alton tower theme park with the hash tag letslaughatthemepark , participants will help the company to introduce the brand and image to their friends and other people. Alton towers theme park will be sleep together popular not only in the UK, but also outside of the country and this can attract foreigners to come and visit the park. Because it is hard for people in the topical anesthetic areas to visit Alton Tower theme park after the unexpected incident, the company need to spread the brand and image outside the area or even go internationally to make it better.Reducing the bad reputation from last incidentIt is very hard to decrease the negative effects from that incident in a unequal time, but by carrying out a new campaign, Alton Towers theme park will have a chance to introduce the new and more good products, services and techniques to everyone. Gradually customers may accept it and continue to visit Alton Towers theme park and take part in the photo contest with attractive prizes.3.2 HOW TO check PART IN AND WIN PRIZESTo take part in the Lets laugh photo contest, the contes tants need to follow these rules to keep the contest clear and fair to everyone origination methodParticipants have to send their pictures taken at Alton Towers theme park to the appointed mail of Alton Towers with their information.The photos will be uploaded everyday and kept in a daily album on Alton Towers theme park Facebook fan page weekly.There will be 3 chosen photos each week establish on the likes and shares. Then there will be an announcement about the winners and their prizes.RulesEvery contestant needs to take at least one picture at the gate of Alton Towers theme park as a proof for their appearance on that day. This photo will be attached with others when the contestants send them to the official mail of Alton Towers. This weill keep the contest clear and fair to everyone.The contestants need to like and follow Alton Towers theme park Facebook fan page and check their photos after they are uploaded. Then they have to tag at least 5 friends to the photos with the hash tag letslaughatthemepark and share them in public.Prizes1st 3000, Free for 2 people all activities at Alton Towers theme park in their next visit, Free 1 double room 3 days and 2 nights at Alton Towers resort in their next visit.2nd 2000, Free 1 double room 2 days and 1 night at Alton Towers resort in their next visit. tertiary 1000, Free for 2 people all activities at Alton Towers theme park in their next visit.All other participants will get discount 50% all activities for one person at Alton Towers in their next visit.To carry out the campaign, the company needs to apply different ways to promote and attract attention from people.Banner and flyersIt is a traditional way but always useful to get people notice.E-mail and direct mailAlton Towers will inform the photo contest to their anterior customers by mailing them according to the information they provided when booking in the past. This not only helps to inform to the customers, but also makes the previous feel that they are t reated well although they are not using the company service. It can fix the issue about poor customer service and service after use.Social media networksThis is the key way to reach to people in this campaign because of the importance of taking advantages from social networks. By advertising on social networks and the official website as well, Alton Towers can get a lot of attention and more followers when people want to looking for more information.CooperationAlton Towers can let food and beverage brands hire space to set their retailers in Alton Towers theme park with discount cost as long as these brand agree to promote the Lets laugh photo contest on their website or fan page. On the other hand, Alton Towers can set a partnership with local schools and universities to proffer trips for a large amount of student with lower price than usual if these schools and universities let Alton Towers promote inside the campus. Furthermore, the company can invite celebrities come and perfor m in the theme park to attract more visitors. Last but not least, the company can cooperate with some charity organizations to offer free trips for orphan kids. This is a smart step to increase the company image and brand after suffering bad reputation from the last accident.TimelineBecause summer is a peak times for everyone to have a vacation, there are a lot of places for people to go beside Alton Towers theme park. This can limit the strong suit the campaign so that winter will be a potential choice to set up the campaign. To be more specific, the campaign will be carried out in 1 month, from 1st December to 31th December which is in the Christmas Break.MeasurementBy carrying out the campaign, Alton Towers theme park is open in at least 2 months in winter, which can get more customers in Christmas vacation. It is expected that Alton Towers theme park may collect 20 million fees in this part of the year.More people will know about Alton Tower theme park with an increase of follo wers to 5 million expectedly. This means the company brand and image will become popular through social networks.Prizes 9 millionBanners and flyers 1 millionOnline advertising 2 million rack up 12 millionREFERENCESPeter Campbell. (2015). Alton Towers crash wipes 100m from owners value as it looks set to lose millions in lost bookingshttp//www.thisismoney.co.uk/money/markets/article-3109943/Alton-Towers-crash-wipes-100m-owner-s-value-looks-set-lose-millions-lost-bookings.htmlBBC News. (2016). Merlin see profits rise despite Alton Towers accidenthttp//www.bbc.co.uk/news/business-35657878Health and Safety Executive. (2016). Alton Towers owners fined 5million over Smiler crashhttp//press.hse.gov.uk/2016/alton-towers-owners-fined-over-smiler-crash/Tripadvisor. (2013)https//www.tripadvisor.co.uk/ShowUserReviews-g504148-d282438-r167005420-Alton_Towers_Hotel-Alton_Staffordshire_England.htmlTheme parks UK. Alton Towers Opening Timeshttp//www.themeparks-uk.com/alton-towers-guide/opening-times Social media. (2016). Most favorite Social Networks in the UKhttps//social-media.co.uk/list-popular-social-networking-websites