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.

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