Chessington World of Adventures is launching a campaign featuring a young family riding an invisible rollercoaster through the resort’s experiences, from the jungles of Jumanji and to the spooky woods of the Gruffalo, to promote how the park can create “unforgettable memories”.
“We’ve Got It” has been devised by Creature London and is designed to showcase the breadth of attractions available, as well as the on-site accommodation and short breaks offering.
Playing on the power of kids’ imaginations, the campaign’s creative centrepiece is an “invisible rollercoaster” that sweeps a family off their feet as they enter the Merlin Entertainments Group park.
Directed by Aidan Gibbons and produced by Not Just Any, the campaign uses a combination of live action, drone footage and CGI to bring to life the idea that “Whatever fun you can dream up, Chessington World of Adventures – We’ve got it!”
The campaign will run across TV, VOD, YouTube, social media and other channels over the summer, with a Halloween adaptation planned for October.
Chessington World of Adventures marketing director Nick Bevan said: “At Chessington World of Adventures, you can immerse yourself in worlds that spark the imagination – whether that’s stepping into the pages of a Julia Donaldson book or riding the world’s first and only Jumanji rollercoaster.
“We wanted a campaign that speaks to this unique breadth of offer, showing how a visit can bring the whole family together to create unforgettable memories, and We’ve Got It does that in spades.”
Creature London creative directors Steve Dodd and Josh Dando added: “Having a healthy brood of young kids between us, it was a joy to put ourselves in their minds to develop this wonderful campaign! And what better thing to dream up for the best day out – one only Chessington can offer – than your very own invisible rollercoaster?
“The weather may have been against us, but the giraffes’ professionalism shone through, and the Chessington team and Not Just Any were the perfect partners to help us bring the whole vision to life, and we can’t wait for viewers to take a ride.”
Related stories
Merlin pushes Coke recycling deal with ‘bigger’ VIP trips
Merlin drafts in former John Lewis chief as first CMO
‘Rollercoaster nut’ lands Thorpe Park Project Exodus
Pret chief joins Merlin to drive digital and data overhaul
Merlin plots digital overhaul for single customer view
Merlin hands Acxiom data brief