| Alton Towers lures visitors with SMS drive |
| Thursday, 30 June 2005 | |
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Precision Marketing - The Tussaud's Group is to run a series of mobile marketing promotions over the summer for new Alton Towers ride Rita Queen of Speed. Mobile services provider Flytxt has been appointed to handle the brief after a successful trial in May. Six radio stations will support the promotion, including Galaxy and Century. Listeners will be encouraged to send a message to a shortcode to receive an 'm-ticket', offering 2-for-1 entry if they show it at the theme park entrance.Respondents will be sent prompts to redeem their tickets as the weekend approaches. The response mechanic features an opt-in function for database building. Flytxt is integrating the promotion with Alton Towers' ticketing system, to avoid having to use additional multimedia kiosks. The three-week pilot was supported by Birmingham-based radio station BRMB. It saw 15 per cent of text entries to the promotion redeeming their mobile tickets. Mike Lorimer, marketing manager for Alton Towers, says: "Using the skill and knowledge base of the Flytxt team, we were able to run a promotional mechanic that was simple, personal and tout-proof." Pamir Gelenbe, director of corporate development at Flytxt, comments: "This mobile ticket mechanic offers the consumer convenience and a valuable reward, while providing Alton Towers with a seamless integration with existing systems, ensuring a fast turnaround process for data." © Copyright Flytxt Ltd 2006. Unauthorized use of any content constitutes a material breach. |
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