Fantastical Escapism At The Alton Towers Resort

We were tasked to develop a new brand vision for Alton Towers that provides the foundation to reverse the sales trends of the previous three years, engages staff in its delivery and transforms the experience in alignment to the vision.

We conducted research internally and externally to establish the current brand standing. Using the research we facilitated a brand visioning session with the senior people in the business and developed a new positioning, values and personality for the brand and expressed it in a way that everyone could understand and use. We then ran brand alignment sessions based on the customer journey.

These sessions involved senior managers, ticket sellers, retail staff, car park attendants and team managers. We produced an alignment plan which was then used to guide the development of product, communications, people and the environment.

This Alignment programme formed the basis of new staff training which over 3000 people have been through. The programme was short listed for the National Training Awards. 98% of staff understand what they have to do to deliver the Alton Towers brand

Customer satisfaction figures at Alton Towers Resort improved dramatically, staff satisfaction went from the bottom to the top in the Merlin Group and, crucially, the declining sales trend was dramatically reversed.