Merlin Entertainments-owned Thorpe Park is aiming to build a big following for its new rollercoaster ride, Project Exodus, by handing the brief Creature London, an agency run by self-confessed “massive rollercoaster nut” Dan Cullen-Shute.
Claimed to be the tallest coaster in the UK, Project Exodus is also the first ride to launch at Thorpe Park since 2012.
The agency will be responsible for creating the overarching communications platform and multichannel campaign to drive awareness and entice visitors in, as the theme park seeks to attract thrill seekers from far and wide.
Thorpe Park marketing director Ruth Storey said: “With some of Europe’s biggest and best rollercoasters already situated within our park gates, expanding our record-breaking portfolio with the arrival of Project Exodus is set to be momentous.
“You don’t launch a new rollercoaster every day and as such we knew we needed a standout creative communications platform and agency to do it justice. We can’t wait to witness the new heights we’ll undoubtedly reach together.”
Creature London founder and worldwide CEO Cullen-Shute added: “As head of a London agency (and a father of two), there’s always been something bloody wonderful about working with iconic landmarks and attractions like the London Eye and Sea Life London Aquarium on the South Bank.
“As both of those things and a massive rollercoaster nut (who once took a day off work to go and spend the day at Thorpe when there’d be no queues), I struggle to express just how excited I am about this one. The ride’s going to be incredible, and we’re dead chuffed to be part of it.”
The appointment comes just a month after Merlin Entertainments, which also operates Alton Towers, Legoland, Madame Tussauds and Blackpool Tower, recruited a new digital and data boss as part of plans to build a “world-class digital strategy”.
Sarah Venning joined as chief digital and data officer from Pret A Manger and will co-lead business transformation efforts and “focus on bringing together the key areas in Merlin’s technology, data, and digital capabilities to build a world-class digital strategy and deliver a seamless digital experience for guests and over 30,000 Merlin team members”.
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