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Alton Towers is to use online sponsorship on music download site

MP3 UK to support the launch of a new visitor attraction.

The theme park, part of the Tussaud's Group that also runs waxwork brand

Madame Tussaud's, Thorpe Park and British Airways' London Eye, is to

place an oversized button-based execution within MP3 UK's Rock and Pop

channel in March (www.uk.mp3.com). It will promote Air, a new ride at

the park.

A five-figure, three-month sponsorship campaign will see a 120x120 pixel

Flash-based button appear at the top left-hand side of the channel,

which will redirect users to the theme park's official site

(www.altontowers.com).

The execution is being handled by Vivendi Universal's ad sales house ad

2-one, which also handles online ads for easyJet, Loot, Scottish Media

Group (SMG) and Disney. Vivendi Universal owns MP3.com.

Grant Allaway, head of sales at ad 2-one, said: "The Alton Towers brand

is well known by children and families. In doing this campaign, it wants

to attract a new demographic of 18 to 23-year-olds."

The Alton Towers site features a pop-up competition offering users 25

pairs of tickets for the new Air ride on 16 March, the day of its

launch.

Ad 2-one will this week begin offering advertisers the new Shoshkeles ad

format, which was developed by US firm United Virtualities. Similar in

look to the dhtml format, but incorporating an audio element, ad 2-one

claims Shoshkeles campaigns can get clickthrough rates of 12 per cent.