ALTON TOWERS | DIRECT MAIL COPYWRITING

Obviously, Alton Towers is renowned as a family destination with loads of jaw-dropping rides and great attractions for kids of all ages.

But the team at Alton Towers also wanted to appeal to a different target audience altogether.

Their brief was to reposition Alton Towers as the perfect alternative venue for groups of twentysomething friends to get together, recapture their youth and have fun away from the boring 9 to 5. Why go to Amsterdam or when you can stay in the UK?

Bearing in mind the brief and the market we were talking to, I made the concept and copywriting as close to the edge as possible, to grab people’s attention and make sure the mailer was opened.

It used an unusual long, thin format which would give it standout when it arrived through the post. And the teaser message on the outer was simply irresistible…