The campaign and the identity was created by Manchester-based Love.
Love was given the task of positioning the park as "the most exciting place to celebrate a special occasion".
The campaign will start below the line with direct marketing including a CD cover, car sticker, T-shirt, packaging for mailouts such as tickets and a photo backdrop.
The campaign is being trialled with a view to taking it to print and radio in 2006. The new identity can also be seen on Alton Tower's .
Alison Johnson, account director, at Love, said: "We created an emotive slogan 'Come on... Celebrate!' to drive the campaign and directly engage purchasers."
She added: "The simple two colour palette, of a warm red and yellow, provided a fun summery feel while also helping to differentiate the 'celebration' campaign from Alton Tower's more generic advertising activity."
The new VIP experience includes a pre-arrival party pack, priority ride passes and a free camera.
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