Cadbury’s Heroes links with Alton Towers ride

Alton Towers has teamed up with Cadbury Trebor Bassett for the launch of its new rollercoaster, Air.

The ride is to be sponsored by the Cadbury’s Heroes brand for five years. The sum CTB is paying Alton Towers has not been revealed.

This is the first time an attraction at Alton Towers has been sponsored. There will be Cadbury’s Heroes signage on the ride and the Heroes logo will be used in an Air ad campaign.

The launch will be backed by a &£4.5m marketing campaign, including cinema and TV advertising. The campaign, by Cheetham Bell JWT, breaks at the beginning of March, ahead of Alton Towers’ reopening on March 16. Buying is by Manning Gottlieb Media. The ads will carry the strapline “Assume The Position”.

Riders on the &£12m rollercoaster will hang horizontally in a harness beneath the track.

Emma Titchener, head of marketing at the park, says the ride will be promoted in a different way from other rollercoaster rides. She says: “We are not launching this as a scary thrill ride. It’s about exhilaration and the feeling of flight.”

Blackpool Pleasure Beach has a partnership with Britvic Soft Drinks, which has resulted in the PepsiMax Big One and Iceblast The Ride. Blackpool is looking for a sponsor for its new ride, codenamed WK2, which is due to open later this year.

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