Alton Towers group in Coke alliance deal

Coca-Cola is to be the official soft drink at Tussauds Group attractions, following the signing of a strategic alliance.

Coca-Cola and Tussauds are already trading partners, but the relationship has been put on a new footing. Coca-Cola brand products will be the official soft drink at Tussauds’ UK theme parks, the Alton Towers Hotel, London Planetarium, Warwick Castle and Madame Tussauds waxwork gallery.

The partnership will see joint marketing initiatives both on and off-site. Coca-Cola branding will have a “key presence” around new attractions and retail outlets. Coca-Cola will also be able to use Tussauds Group facilities for special events and functions. No financial details of the deal have been released.

A Tussauds Group spokeswoman says that the company is looking at a number of further partnership opportunities, in areas such as film, technology and the Internet.

GlaxoSmithKline’s Ribena brand is already an “official juice partner” at Tussauds’ three theme parks. In addition, the new Colossus rollercoaster at Thorpe Park is to be sponsored by Capital Radio as part of a marketing deal which sees Capital FM played throughout the attraction, and the station’s branding on flags around the car park and on ride photographs (MW April 18).

Tussauds is working on a hotel and a water theme park at Alton Towers, scheduled to open next spring.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here