Case Study : Tussauds Group

Introduction   The Tussauds Group owns a range of tourist attractions. Within the UK these include:- Alton Towers Thorpe Park Chessington World of Adventures Madame Tussauds Warwick Castle

Background  

To encourage visitors to visit all tourist attractions throughout the year, Tussauds have an annual pass. The level of sales of the annual passes is acceptable, but not maximized through any form of promotional activity. Using sales teams and promotional incentives, The Red Agency sited sales teams within several theme parks to sign up visitors for the annual pass.

Objectives  

• To work within Alton Towers , Thorpe Park and Chessington World of Adventures
• To sell the features and benefits of the annual pass
• To maximize impact of the promotion using ad bikes and children's entertainers
• To monitor sales results and liaise with the team in the annual pass office

Timescales  

The sales activity coincided with the Easter opening times of all theme parks.

Methodology

Sales teams recruited and trained for each theme park. Branded uniforms and ad bikes were used to maximize impact of the creative team .Children's entertainers performed to children, allowing parents time talk to the sales team

Reporting  

Detailed analysis of sales presentations made, consumer feedback and sign-ups achieved.