Thorpe Park, one of the UK’s premier destinations for thrill-seekers, has unveiled an ambitious new campaign to promote Hyperia, their latest roller coaster that stands as the tallest and fastest in the UK. The campaign, crafted under the banner “Find Your Fearless,” marks a significant shift in strategy, tapping into deep-seated emotions and personal transformation. Here, we delve into the strategic insights, creative narratives, and the innovative approach that make this campaign a potential game-changer in theme park marketing.
Strategic Insights: A New Era for Thorpe Park
The introduction of Hyperia represents not just another attraction but a pivotal evolution in Thorpe Park’s market positioning. Breaking records with its height and speed, Hyperia offers a unique promise of thrill and adventure, which the park has cleverly translated into a campaign about overcoming personal fears and pushing boundaries.
“Hyperia is not just a ride; it’s a transformative experience,” says Ruth Storey, Marketing Director at Thorpe Park. “It’s about changing perceptions of fear, encouraging our visitors to embrace challenges both on and off the ride.” This strategic pivot to a more emotionally resonant messaging aligns with a broader industry trend towards experiences that offer personal significance beyond mere entertainment.
Creative Execution: Telling Stories of Transformation
At the heart of the “Find Your Fearless” campaign is a series of compelling personal stories that resonate with a diverse audience. The campaign’s hero video features an amateur diver, a burnt-out office worker, and a young boy facing a public performance—all confronting their fears in metaphorical sync with the Hyperia ride. As they ride Hyperia, they encounter moments of weightlessness that symbolically lift them above their fears.
Ben Middleton, Chief Creative Officer at Creature, explains, “We wanted to create something cinematic, a narrative that rivals blockbuster storytelling. The ride is the hero, but the transformations are personal. It’s about the moment you find your wings, both literally and metaphorically.” This narrative is visually tied together with the motif of wings—a nod to the ride’s mythological theming.
The creative materials utilise a mix of blue screen technology and CGI, artfully blending real ride footage with fictional narrative elements, ensuring that the fantastical elements feel tangible and relatable.
Marketing Strategy: An Integrated, Multi-Channel Approach
The campaign leverages an extensive multi-channel strategy to ensure maximum reach and engagement. “Our media plan is as dynamic as the ride itself,” comments a representative from Wavemaker UK, the agency responsible for the media planning. The strategy includes high-impact placements across TV, video-on-demand, YouTube, out-of-home (OOH) advertising, including a takeover at Waterloo station, and targeted digital and social media ads.
An innovative aspect of the campaign involves interactive elements where users can select their “personality wings” via an AI interface, further personalising their engagement with the campaign. This interactive feature not only enhances user involvement but also extends the campaign’s life on social media, encouraging sharing and discussions around personal fears and victories.
Conclusion: A Campaign Poised for Success
With Hyperia, Thorpe Park has not only set new records but also redefined what a theme park experience can represent. The “Find Your Fearless” campaign reflects a deep understanding of the modern consumer’s desire for experiences that offer emotional depth and personal growth. As this campaign rolls out, it is set to not only boost visitations but also solidify Thorpe Park’s position as a leader in innovative, emotionally resonant marketing in the entertainment industry.
In the words of Neil Poulter, Divisional Director at Thorpe Park, “We’re not just offering a ride; we’re offering a new perspective. Hyperia is about finding that moment of weightlessness in life—where anything feels possible.” This message, at the core of the new campaign, is likely to resonate well beyond the bounds of traditional theme park advertising, touching hearts and challenging fears across the UK.
Source: https://www.thorpepark.com/hyperia/ https://www.themeparktourist.com/news/20240511/32124/first-human-riders-seen-hyperia-thorpe-park-opening-may-24th
