Drayton Manor: Royal-er Coaster

The Challenge

To raise awareness of Drayton Manor Park’s family-friendly rides and attractions.

As part of this, the client asked us to devise a consumer campaign that would promote the park’s ‘Adult and Toddler’ ticket, which allows an adult and child aged four and under to visit on a weekday for just £24.

 

The Idea

We needed a news hook, and the Queen’s 93rd birthday presented the perfect opportunity. So, brief in mind, we proposed that a lookalike ‘Queen’ visit the park, with great-grandchildren, Charlotte and Louis, in tow.

Fun, shareable video footage of the royal doppelgangers enjoying their day out in the theme park – with the Queen experiencing an exhilarating ‘royal-er coaster’ ride on the Troublesome Trucks – would provide us with irresistible content for national media, as well as ensuring we could convey the all-important adult and toddler messaging.

 

The Results

• The stunt quickly generated eight national articles including the Mirror, Independent, Sun, Express, MSN and Smooth Radio.
• Within hours, the “Royal-er Coaster” had ‘gone global’, with six international news articles from titles including the NY Times Post and MSN Thailand.
• Crucially, 58% of articles included the ‘adult and toddler’ messaging.