THORPE PARK - 2009 - Marketing And Promotion

Marketing and Promotion

2009

Colossus

Nemesis Inferno

Stealth

SAW – The Ride

Copyright Merlin Entertainments Group Copyright Merlin Entertainments Group LtdLtd

Let the game begin…

The key marketing plan challenges

• Use the ride “metal” = volume • Use of the IP = Penetration, grow age footprint • Efficient use of media to support key volume

targets Launch SAW as the world’s most terrifying rollercoaster

• Balance Thorpe branding & positioning with the new ride & IP

• Further establish Thorpe as The Nations Thrill Capital

• Push “thrilling” further & integrate throughout the business

• Firmly differentiate from Alton • 8th Year of Fright Nights – Push to Advance book

only • Drive off peak volume • Grow short breaks business through key trade

channels

OBJECTIVES - Volume

•Fantastic new product! SAW – The Ride

•Increased marketing spend and fantastic plan.

•Strong Promotions, group and solus.

•Massive Annual Pass sales push.

•Grow advance book (particularly fright nights).

•Continue to grow multi-day and short breaks.

Objectives - Revenue

•Increase on 08 starting lead price to £35!

•Increase in Fastrack from Saw – The Ride

•Increase in retail revenue from Saw- The Ride

Thorpe Park ticket sale Thorpe Park ticket sale channelschannels Promotions

759kAnnual Pass180kWalk up 145k

Web 131k

Frees 36k

The Four Ps – Marketing mix

Product– Theme park – extreme thrill rides – families– Fastrack – Bounceback – Annual Passes– Food and drink – merchandise and photos– Events – Fright nights

Place– Niche market – thrill seekers – the UK’s

Thrill Capital

The Four Ps - Marketing Mix

Promotion– On site - local – national –strategies– On-line strategies

Price– Volume targets – overheads – development

costs – compare with football, London cinema– Primary ticket revenue and Fastrack biggest

margin driver.– Marketing, employment and utilities biggest

cost drivers.

Total Visitor VolumeTotal Visitor Volume

0200000400000600000800000

100000012000001400000160000018000002000000

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009Budget

Thorpe Park SWOT

Strengths• Good brand awareness • Location• Customer segment (thrillseekers)• Positioning• Breadth of thrill ride offer•SAW – The Ride

Weaknesses•Limited investment in communications• Lack of family ride/experience offer• Poor value for money perception for theme parks• Ride availability Opportunities

• Grow frequency of visit • Increase consumer penetration• Segment consumers to deliver greater yield potential• Leverage other group attractions to a greater degree• Increase advance sales• Increase annual passes

Threats• Lack of positioning clarity alienates all• The weather• Other leisure activities•Other parks•High investment from competitors in the UK and abroad•Global recession

Thorpe Park PEST

Political• Government drive activity• More health/active initiatives• School health and safety issues•‘Buying British’

Economic• Interest rates decrease increases PDI• Negativity in UK leads to re- trenching of expenditure•Trend to UK holiidays

Society• Feel need to exercise more• Active family v passive family• May need more escape,• Economy may decline•Teen/young adult trends.

Technological• More competition for leisure time, eg, DVD technology, X-Box• Bigger, faster, scarier


2007 Visitor Volumes by Week

0

20000

40000

60000

80000

100000

12000010

-Feb

24-F

eb

9-M

ar

23-M

ar

6-A

pr

20-A

pr

4-M

ay

18-M

ay

1-Ju

n

15-J

un

29-J

un

13-J

ul

27-J

ul

10-A

ug

24-A

ug

7-Se

p

21-S

ep

5-O

ct

19-O

ct

2-N

ov

Num

ber

of G

uest

s

Easter

Holidays

May

Half

Term

Schools Weeks

Fright

NightsSchool

Holidays

Feb

Half

Term

Open

Full

Time

CUSTOMER RESEARCH

Exit SurveyExit Survey

Data Data CaptureCapture

Staff FeedbackStaff Feedback

Your Voice CountsYour Voice Counts

The Wizard Wants The Wizard Wants to Knowto Know

Customer Customer Focus Focus GroupsGroups

Mystery Mystery ShopperShopper

Ad Hoc Ad Hoc On-Park On-Park

ResearchResearch

PostcardsPostcards

WorkshopsWorkshops

Customer Research

Intention to Visit Intention to Visit ResearchResearch

http://images.google.co.uk/imgres?imgurl=http://www.diereihe.at/bilder/listen.jpg&imgrefurl=http://www.diereihe.at/willkommenseite.htm&h=272&w=280&sz=16&tbnid=Hc2XHDLNfYDGnM:&tbnh=105&tbnw=109&hl=en&start=3&prev=/images%3Fq%3Dlisten%26svnum%3D10%26hl%3Den%26lr%3D

2009 - Installation of touchscreens for timely feedback.

45%

28%

21%

6%

13%

6% 6%0%

6%

25%

18% 17%13% 11%

8% 6% 4% 3%

2006 2007

Fright Nights - Guest Feedback - Communication & Reasons to VisitFright Nights - Guest Feedback - Communication & Reasons to Visit

57%51%

39%

16%

4%

42% 42%35% 32%

11% 11%

Rides in the Dark Horror Mazes Late ClosingTime

OverallExperience

Circus of Horrors Other

How did you hear about Fright Nights?

What influenced your decision to come to Fright Nights?

Base: Communication: 2006 (47); 2007 (182). Reasons to Visit: 2006 (51); 2007 (132).

Please note: ‘Other’ most commonly relates to visiting Fright

Nights in a previous year.

N/A

What the media think

New positioning is working Very positive about recent improvements /

rides See Alton Towers as direct competitor

“It’s a good day out, and has more thrill seeker rides now.” Best - Pat Richardson, travel

editor

“I really like it – we went on a team day out lastyear and really enjoyed it. I especially liked the big blue roller coaster with the inverted

loops!” First News – Serena Lacey, ents & showbiz editor

“I don’t know much aboutit as not been but it

seems to have got a lot better in recent years”

Monkey – Leon Poultney,reviews editor

“It has more mature rides. It has something for everyone

including rides that are a bit mental.”Zoo – Gavin Brett, news editor

“It seems like a good park, especially as its got more extreme rides recently.”

Nuts – Adam Ralph, Staff Writer

What our target consumers

think

Rides, price & distance biggest attendance factors New positioning is working (but needs reinforcement) Parents influenced by childrens’ views Service issues

“Thorpe Park has improved greatly over the last few years, adding some more

serious coasters to rival Alton Towers, but ultimately has more to offer everyone.”

Sam, 25

I had half price tickets – they are the main incentive to come’

Melissa, 22

I’ve been 3 times now and have always enjoyed myself. It’s a good place to go on a day out

with your mates, especially with the rides they have now

Austin, 14

“It’s a good day out for teenagers and the Fright Nights are fun. It’s

a shame that some of the big rides never seem to be working

though” David, 19

“I’d take advice from the children as happily don’t know that much about theme parks.

I’ll have a go if I have to, the kids love Thorpe Park’

Harriet 42

Targeting Our Consumers

Mid-Teens Thrill-

seekers

855,000

20+ Singletons

Thrill-seekers

1,807,000

Families (kids aged 10+) Up-For-It

1,451,000

Aged 15-19,living in London/SE with thrill-seeking attitudes

Aged 20-29, living in London/SE with thrill-seeking attitudes

Families with children aged 10-15,living in London/SE with an up-for-

it attitude

Thrill HuntersThrill Hunters

15 – 30 Adults (slight male bias)

Living in London / SE

Thrill-seeking attitudes

I can’t resist buying magazines

I wear designer clothes

Celebrities influence my purchase decisions

I want to get to top of my career

My car should catch people’s attention

I spend a lot on clothesI am a regular

cinema goer

I like to try new drinks

I like to stand out in a crowd

My car should express my personality

I like taking risks

I am influenced by comments from other

internet users

I tend to spend money without

thinking

I like to keep up with the latest fashions

I spend a lot on toiletries & cosmetics

Designer label improves a person’s

image

I buy new products before

most of my friends

I like to listen to new bands

Inspiration for a day out comes from a wide variety of sources

Most popular sources of information for days out, 15-24s

0

10

20

30

40

50

60

Word ofmouth

Internet Know ing adestination

w ell

What's onlistings

Picking up aleaflet

Adverts Know ledgeof a

particularevent

%

Source: Mintel ‘Days Out’

Media Consumption (16-34’s)Thinking about your day to day life, how do you spend most

of your spare time?

0

5

10

15

20

25

30

Most of your time

Browsing the Internet Watching TV

Chatting on MySpace / Facebook etc Shopping centres

Playing games console / online Watching sport

Listening to MP3 player Pubs / Bars / Clubs

Reading Mags Listening to radio

Parks Cinema

%

Online and TV are the central touchpoints for

our target audience

Stealth Shunt

2008 Campaign

Primeval

Dirty Sanchez

Fright Nights

Objectives: - Secure volume – matching 2007 levels- Ensure cut through of new news

Message: - Fright Nights – Bigger and Better

Targeting: - Thrillhunters Everywhere- Teens/Twentysomethings

2008 Attractions: - New Attraction for 2008- New 5D Horror Show- The Mazes: Asylum, Hellgate, Seven - Rides in the Dark

Revenue Generators: - Late entry ticket offer off peak- Advance Book guaranteed entry message- VIP Fright Nights package

- Fright Nights merchandise

Advertising: - MTV sponsorship – creative linked to Fright Nights- 2 week radio advertising on

Capital/XFM/Virgin/Kiss- 2 week radio promotion and OB with Kiss FM- Email and offer to Kiss and MTV online databases

Online: - Viral videos seeded to all social network sites- Microsite for new attraction

Promotions: - Existing promotions still live- The Sun- Local press and radio

PR: - Press Preview and Media Party- ‘Screaming’ creative mailing (what’s on)- Profile of maze creators- Radio interviews & Photo call

On Park: - Fright Nights 2008 will be promoted all season on park

Timing Activity Plan

November 2007 Planning submission press release distributed to trade press

March 2008 Planning Approval press release

In park advertising awareness created around the build site

June 2008 Microsite goes live

June 2008 onwards

Regular online updates/Developer Diary

October 2008

January 2008

Call to action in-park for 2009 launch

Recruit ‘test riders’ launch competitions in media to be first to ride

March 2009 Media Launch

Enthusiasts Event Launch

March/April 2009 Launch Advertising campaign commences

June/July 2009 Summer Advertising commences

October 2009 Halloween Advertising commences

2009 Coaster Launch

2009 Coaster Launch

The story so The story so far ….far ….

SAW 13.1


Key InsightsKey Insights

Increase penetration by growing the Increase penetration by growing the age footprint of the park age footprint of the park

– Horror lovers 20-24yrsHorror lovers 20-24yrs

Differentiate Thorpe by being “cool”Differentiate Thorpe by being “cool”

Therefore we need to be in the Therefore we need to be in the company of the most thrilling moments company of the most thrilling moments of youth cultureof youth culture

The components of thrilling are The components of thrilling are AnticipationAnticipation & & ShockShock


Key Timings Key Timings

Mar – Apr – May – Jun – Jul – Aug – Sep – Oct – Nov

Generate buzz about the new coaster and deliver volume over the Easter holidays

Maintain a presence during late-Spring/early-Summer and drive volume over Whitsun break

Finish on a fright at Halloween

TV & radio media will follow the PR launch on w/c23rd March and will make use of the media multiplier effect by phasing TV, cinema and radio simultaneously to give scale

PR 13th


TV Programming TV Programming

Our Our corecore programming is focussed on horror & shocking youth programming is focussed on horror & shocking youth cultureculture

TV. To ensure that we reach a widespread audience. TV. To ensure that we reach a widespread audience.

We also need a broad programme environment eg: Saturday We also need a broad programme environment eg: Saturday night TVnight TV

Typical Horror Programming

Shocking Youth Culture TV


The Channel Mix The Channel Mix

Core mass market & regional channels deliver widespread reach & quality programme environment

Will also reach the subaudiences of HWK’s 10-15

Satellite Channels will add coverage & provide excellent youth programming


Easter TV – from 25 March Easter TV – from 25 March

290 TVR’s in total across a three week period.290 TVR’s in total across a three week period. Launch with 30” to announce the ride – drop to mix 30” Launch with 30” to announce the ride – drop to mix 30”

& 10”& 10”

0

20

40

60

80

100

120

25th

-29th

Mar

30-M

ar

06-A

pr

13-A

pr

16-3

4 T

VR's

30" 10"

Reaching 70% of 16-34’s @ 4.2 OTS Reaching 73% of HWK’s @ 4.9 OTS

YOY TVR BREAKDOWN

Easter Summer Total

2009 290 300 590

2008 165 85 250

Var vs ‘08 125 215 340


Summer TV – from 13 July Summer TV – from 13 July

300 TVR’s in total across a three week period.300 TVR’s in total across a three week period. Mix of 30” & 10” to boost cover & frequencyMix of 30” & 10” to boost cover & frequency

0

20

40

60

80

100

120

13th

Jul

20th

Jul

27th

Jul

3rd A

ug

10th

Aug

16-3

4 TV

R's

30" 10"Reaching 70% of 16-34’s @ 4.2 OTS Reaching 73% of HWK’s @ 4.9 OTS

YOY TVR BREAKDO

WN

Easter

Summer

Total

2009 290 300 590

2008 165 85 250

Var vs ‘08 125 215 340


Creative – Work in Progress Creative – Work in Progress


Creative – Work in Progress Creative – Work in Progress


Cinema – 27 Feb – 30 April

SAW launch to Horror fans..

Cinema – 27 Feb – 30 April

SAW launch to Horror fans..

Use cinema to announce Thorpe/SAW to Use cinema to announce Thorpe/SAW to core horror fanscore horror fans

Announces ride to those with strong Announces ride to those with strong affinity to SAW, not necessarily Thorpe affinity to SAW, not necessarily Thorpe Park.Park.

Bespoke break out ad in Pearl & Dean Bespoke break out ad in Pearl & Dean ident.ident.

5 films identified in Pearl & Dean 5 films identified in Pearl & Dean cinemas in London &cinemas in London & South East South East

Activity w/c 27Activity w/c 27thth Feb – 30 April ’09 Feb – 30 April ’09

Estimated delivery 367k cinema Estimated delivery 367k cinema admissionsadmissions


Cinema 27 April – end June

Building Awareness – Broad Audience

Cinema 27 April – end June

Building Awareness – Broad Audience• Provides uniquely captive audience• Helps maintain presence & build on TV cover• Focus on May/June, supports Whitsun & awareness in off peak • Buy AGP (audience guarantee package) against young adults• Key Films:

• X Men 1 May• The Descent2nd May• Star Trek 8th May• Drag me to Hell 29 May• Adventureland 29 May (Theme park comedy)• Terminator 5 June


Radio – Extended Station Coverage

Core target audience & regional coverage

Radio – Extended Station Coverage

Core target audience & regional coverage

Thorpe ParkThorpe ParkThorpe ParkThorpe ParkThorpe ParkBristolBristolBristolBristolBristol

BirminghamBirminghamBirminghamBirminghamBirmingham

LondonLondonLondonLondonLondon

AldershotAldershotAldershotAldershotAldershotAndoverAndoverAndoverAndoverAndover

AshfordAshfordAshfordAshfordAshford

AylesburyAylesburyAylesburyAylesburyAylesbury

BanburyBanburyBanburyBanburyBanbury

BansteadBansteadBansteadBansteadBanstead

BasildonBasildonBasildonBasildonBasildon

BasingstokeBasingstokeBasingstokeBasingstokeBasingstoke

BathBathBathBathBath

BedfordBedfordBedfordBedfordBedford

BedworthBedworthBedworthBedworthBedworth

BexhillBexhillBexhillBexhillBexhill

Bishop's StortfordBishop's StortfordBishop's StortfordBishop's StortfordBishop's Stortford

Bognor RegisBognor RegisBognor RegisBognor RegisBognor Regis

BournemouthBournemouthBournemouthBournemouthBournemouth

BrentwoodBrentwoodBrentwoodBrentwoodBrentwood

BridgnorthBridgnorthBridgnorthBridgnorthBridgnorth

BrightonBrightonBrightonBrightonBrighton

BroadstairsBroadstairsBroadstairsBroadstairsBroadstairs

BromsgroveBromsgroveBromsgroveBromsgroveBromsgrove

Bury St EdmundsBury St EdmundsBury St EdmundsBury St EdmundsBury St Edmunds

BusheyBusheyBusheyBusheyBushey

CamberleyCamberleyCamberleyCamberleyCamberley

CambridgeCambridgeCambridgeCambridgeCambridge

CanterburyCanterburyCanterburyCanterburyCanterbury

Canvey IslandCanvey IslandCanvey IslandCanvey IslandCanvey Island

ChathamChathamChathamChathamChatham

ChelmsfordChelmsfordChelmsfordChelmsfordChelmsford

CheltenhamCheltenhamCheltenhamCheltenhamCheltenham

ChertseyChertseyChertseyChertseyChertsey

CheshamCheshamCheshamCheshamChesham CheshuntCheshuntCheshuntCheshuntCheshunt

ChichesterChichesterChichesterChichesterChichester

ChigwellChigwellChigwellChigwellChigwell

ChristchurchChristchurchChristchurchChristchurchChristchurch

Clacton-on-SeaClacton-on-SeaClacton-on-SeaClacton-on-SeaClacton-on-Sea

ColchesterColchesterColchesterColchesterColchester

CorbyCorbyCorbyCorbyCorby

CoventryCoventryCoventryCoventryCoventry

CowesCowesCowesCowesCowes

CrawleyCrawleyCrawleyCrawleyCrawley

DartfordDartfordDartfordDartfordDartford

DealDealDealDealDealDorkingDorkingDorkingDorkingDorking

DoverDoverDoverDoverDover

DudleyDudleyDudleyDudleyDudley

DunstableDunstableDunstableDunstableDunstable

EastbourneEastbourneEastbourneEastbourneEastbourne

EastleighEastleighEastleighEastleighEastleigh

EghamEghamEghamEghamEgham

EpsomEpsomEpsomEpsomEpsom

FarehamFarehamFarehamFarehamFareham

FarnboroughFarnboroughFarnboroughFarnboroughFarnborough

FarnhamFarnhamFarnhamFarnhamFarnham

FelixstoweFelixstoweFelixstoweFelixstoweFelixstowe

FleetFleetFleetFleetFleet

FolkestoneFolkestoneFolkestoneFolkestoneFolkestone

GillinghamGillinghamGillinghamGillinghamGillingham

GloucesterGloucesterGloucesterGloucesterGloucester

GosportGosportGosportGosportGosport

GraysGraysGraysGraysGrays

Great MalvernGreat MalvernGreat MalvernGreat MalvernGreat Malvern

HalesowenHalesowenHalesowenHalesowenHalesowen

HarlowHarlowHarlowHarlowHarlowHarpendenHarpendenHarpendenHarpendenHarpenden

HastingsHastingsHastingsHastingsHastings

Hemel HempsteadHemel HempsteadHemel HempsteadHemel HempsteadHemel Hempstead

Herne BayHerne BayHerne BayHerne BayHerne Bay

High WycombeHigh WycombeHigh WycombeHigh WycombeHigh Wycombe

HinckleyHinckleyHinckleyHinckleyHinckley

HitchinHitchinHitchinHitchinHitchin

HorshamHorshamHorshamHorshamHorsham

HoveHoveHoveHoveHove

KetteringKetteringKetteringKetteringKetteringKidderminsterKidderminsterKidderminsterKidderminsterKidderminster

KingswoodKingswoodKingswoodKingswoodKingswood

LeatherheadLeatherheadLeatherheadLeatherheadLeatherhead

LetchworthLetchworthLetchworthLetchworthLetchworth

LowestoftLowestoftLowestoftLowestoftLowestoft

LymingtonLymingtonLymingtonLymingtonLymington

MaidenheadMaidenheadMaidenheadMaidenheadMaidenhead

MaidstoneMaidstoneMaidstoneMaidstoneMaidstone

MangotsfieldMangotsfieldMangotsfieldMangotsfieldMangotsfield

MarchMarchMarchMarchMarch

MargateMargateMargateMargateMargate

NewburyNewburyNewburyNewburyNewbury

NewportNewportNewportNewportNewport

NorthamptonNorthamptonNorthamptonNorthamptonNorthampton

NuneatonNuneatonNuneatonNuneatonNuneaton

OxfordOxfordOxfordOxfordOxford

PoolePoolePoolePoolePoole

RamsgateRamsgateRamsgateRamsgateRamsgate

ReadingReadingReadingReadingReading

Royal Tunbridge WellsRoyal Tunbridge WellsRoyal Tunbridge WellsRoyal Tunbridge WellsRoyal Tunbridge Wells

RugbyRugbyRugbyRugbyRugby

SalisburySalisburySalisburySalisburySalisbury

SittingbourneSittingbourneSittingbourneSittingbourneSittingbourne

SolihullSolihullSolihullSolihullSolihull

Southend-on-SeaSouthend-on-SeaSouthend-on-SeaSouthend-on-SeaSouthend-on-Sea

StevenageStevenageStevenageStevenageStevenage

SwindonSwindonSwindonSwindonSwindon

TonbridgeTonbridgeTonbridgeTonbridgeTonbridge

WatfordWatfordWatfordWatfordWatford

WellingboroughWellingboroughWellingboroughWellingboroughWellingborough

WeymouthWeymouthWeymouthWeymouthWeymouth

WhitstableWhitstableWhitstableWhitstableWhitstable

WinchesterWinchesterWinchesterWinchesterWinchester

WindsorWindsorWindsorWindsorWindsor

WorcesterWorcesterWorcesterWorcesterWorcester

YeovilYeovilYeovilYeovilYeovil

IpswichIpswichIpswichIpswichIpswich

SouthamptonSouthamptonSouthamptonSouthamptonSouthampton


Additional “thrilling” media

Additional “thrilling” media

GamingGaming A key channel for 16-24s, rapidly growing in consumption hoursA key channel for 16-24s, rapidly growing in consumption hours New technology allows us to insert ads dynamically & target on a New technology allows us to insert ads dynamically & target on a regional basisregional basis

Social NetworkingSocial Networking Generate buzz at launch & develop longer term relationships with core Generate buzz at launch & develop longer term relationships with core fansfans Testing effectiveness of Facebook response at £15k budget level leading Testing effectiveness of Facebook response at £15k budget level leading up to Easterup to Easter

ViralViral Develop unique personalised Billydoll/TP viral visual – Link to offer Develop unique personalised Billydoll/TP viral visual – Link to offer Seeding to key online influencers and online mediaSeeding to key online influencers and online media


The Year Laydown The Year Laydown Mar – Apr – May – Jun – Jul – Aug – Sep – Oct – Nov

290 TVRs

300 TVRs

TV Launch

TV Summer

Cinema

Radio Airtime

Radio Promotions

Viral

In-game

Social Networks

Search


Thrilling PR – Pre-launchThrilling PR – Pre-launch

• 2/3 TV hits prior to launch

• Ant & Dec Saturday Night Takeaway - recce 15.01.09

• London Tonight / The One Show – hot leads focussing on construction

• Sunday Night Project, T4, MTV News – liaising

• G-Force testing – Jan/Feb Spoof

• Test ride for impact of G-force on breast implants

• High impact PR launch across all media

• Print previews in key media – Feb/March

• What’s On features

• 12th March Celebrity press day to hit press Friday 13th in features & news

• Radio blitz to main London stations Friday 13th

PR continuedPR continued

• The Ultimate Escape – Easter Focus SAW

• Celebrity ‘hard-man’ escapology stunt

• “Help the heros” charity link recruit & train celeb

• Broadcast media to form live audience: London Tonight; Kiss/Capital; Tabloids; Consumer press (lads focus)

• Summer

• Dedicated reviews programme of Thorpe to maximise exposure

• Reviews & listings programme for key dates & business periods(Feb H-T; Launch; Easter; May H-T; Summer; Fright Nights; Thorpe Blast)

• Fright Nights

• World’s first certified ride – Certificate 18

• Post-launch, spoof story on number of people fainting/times paramedics called

April 1stApril 1st


Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

MEG MEG Strong Strong ControlControl

ATLATL

MEG MEG Third Third Party Party LinkLink

MEG MEG 100% 100%

ControlControl

PAID PAID FOR/FOR/

OTHEROTHER

Blue = Confirmed Orange = +50% Red= RiskGreen = Thorpe Solus @ 50%

’09 Promotional Plan

Global – Travelex 24122k

CWoA/TP Door Drop

241Tesco 241

Press241

Press241

Horror filmswith Lionsgate

HMV/LOVEFILM 241

The Sun Group

Restaurant ELC/MothercareKGF

Capri Sun

WHSmiths 241Burger King Disc

Sains/Matalan/Ice 241

NOTW – SAW Launch Persil KGF Walkers Brit Trips Disc

Coke Disc

SAW V – DVD Mastercard 241GAME

241

Cross Group Initiatives

MEDIA: SKY KGF

London Reader Offer

PAID FOR CONTRACTS: TESCO CLUBCARDS / AIRMILES / NECTAR 586k

Trade OverviewTrade Overview

• Achieve 423k visitors (+10k vs ’08)

• Maintain schools volume @ 162k but increase yield to £12.24 (+£2.24 vs ’08)

• Bespoke events / Microsite / Education Centre / Improved resource packs

• Re-launch Thorpe Short Breaks & 2nd day free packages

• Ticket & accommodation package / Hen & Stag / Themed hotel rooms

• Refresh Carrier activity – South Western Trains – Aim for 2 hits

• New creative on Posters, Leaflets, Rail cards & Direct Mailing activity

• On-line partners – Price parity during peak / tactical off peak discounting

• Drive Groups through combination tickets with London cluster (London Eye, Dungeons, Boat Trip, Sea Life, Madame Tussauds)

• Launch dedicated Groups microsite