The Calypso Springs Hotel will be the first hotel in Europe to combine accommodation with a water park, called Splash Landing. Only guests staying at the hotel will have access to Splash Landing.
Head of marketing Emma Tichener has hired Kids Industries, the agency which specialises in marketing to children, to ensure that the whole experience, "from the time they see the TV ad until the time they leave the hotel", is as much fun as possible.
This ranges from devising activities for kids to do in the car on the way and arranging treasure hunts in the hotel, to installing low washbasins and steps up to the check-in desk. KidsIndustries has also been involved in facility design at Splash Landings, for maximum enjoyment by children.
A TV advertising campaign by J Walter Thompson will promote the hotel and water park, with the strapline 'Soak it up'. It was filmed at a water park in Texas, as there is nothing comparable in Europe.
The campaign, which will appear as 40-, 30- and ten-second executions, will encourage families to stay at the hotel for at least a night or two, instead of just making a day trip to the theme park.
More than 40% of summer visitors stay overnight nearby and Tichener said Alton Towers is trying to capture as much of that market as possible.
The Calypso Spring Hotel is the second hotel to open at Alton Towers which already has the Edwardian-themed Alton Towers Hotel.
_1.jpg)
.jpg)
