Alton Towers is seeking a head of marketing as part of a move to ramp up its strategy in a bid to position the theme park and its hotel as “the UK’s leading short-stay destination”.
The marketing chief will be responsible for implementing a short-term tactical campaign to increase visitor numbers and develop a longer-term strategy for the theme park to increase visitor numbers outside of peak seasons.
Alton Towers’ last marketing chief Tracey Blithe, who was head of brand strategy and responsible for devising the company’s destination brands, left the organisation last August.
The newly-created role includes responsibility for a 12-strong team including park marketing manager Rebecca Farrer and hotel marketing manager Katherine Duckworth. The role has a reporting line to park general manager Russell Barnes.
The theme park is part of the Tussauds Group, which was recently sold to the Merlin Entertainment Group. It is planning to consolidate its separate interests, including its theme park, hotels and spa under a centralised marketing strategy.
Alton Towers spokeswoman Liz Greenwood says it is seeking to appoint a marketer to develop its position in the global short-break destination market. She adds/ “In the past we have concentrated on promoting the park as a day experience but now we want to highlight the fact that it is more than just a day out.”
Alton Towers sponsored Sky factual entertainment show Brainiac last April, the first time a theme park has sponsored a television show. The sponsorship aimed to reposition the park as a destination for all the family.