Alton Towers Resort and CTI Digital have launched an interactive content feature to kickstart celebrations for Alton Towers’ 40th anniversary.
The first activation of the 2020 campaign series will be an interactive quiz, Model My Map, which will invite users to design their ideal theme park. Users can choose thrill rides and activities from the past, present and potential future of Alton Towers, to reveal a personalised illustrated map.
During the launch week, more than 3,200 people engaged with the feature, marking a 95% completion rate.
The campaign arises from close collaboration between the digital marketing team at CTI and Alton Towers’ marketing, PR, social media and design teams. The interactive map feature arrives in tandem with Alton Towers’ “through the ages” video timeline (below), created by LMC.
Collaborating with interactive experience partners, Apester, CTI oversaw the idea from conception to fruition. The project was fast-paced and agile approach - providing Alton Towers with the ability to commission regular content campaigns throughout the year.
James Wilkinson, director of marketing at CTI Digital, says: “We are really excited to be involved with Alton Towers’ 40th birthday and impressed with the line-up of events for the year ahead. We are looking forward to developing several other creative content ideas, to engage with Alton’s audience and to mark this major milestone in the resort’s history. Working alongside the team at Alton Towers, we can’t wait to build upon the great results we saw from last year’s award-nominated SEO campaign."
Alton Towers has worked with the SEO and content marketing team at CTI since 2018 and seen an impressive increase in organic revenue in that time. The period also represents the largest online channel for revenue growth in 2019.
Charlotte Castille, head of commercial marketing at Alton Towers, adds: “We were really impressed by all of the creative ideas that CTI pitched for our 40th birthday celebrations. Working with their SEO team for the past year, we have been impressed by their innovative approach to improving search rankings, and really pleased with the results we’ve seen so far.”
Browse the model your own Alton Towers map online and keep an eye out for further activations released throughout the rest of the year to mark Alton Towers' milestone anniversary.