Nemesis, one of the world’s first inverted rollercoasters, re-opened at the weekend after closing for a major revamp in November 2022, and the campaign to support the return is now live too.
The story follows a night watchman as his mundane evening routine spirals into an extraordinary encounter as the once dormant Nemesis is reborn, unleashing her immense power and flipping him mercilessly around.
We witness his journey from ‘naïve night watchman’, to a man boldly facing his fears as he embraces the thrill of the exhilarating, terrifying, but ultimately rewarding rollercoaster ride that is Nemesis Reborn.
The campaign by TBWA\MCR runs for 8 weeks across TV, cinema, OOH and paid social with media planning and buying is being handled by Wavemaker.
Larry Roles, marketing director at Alton Towers Resort, said: “We wanted to capture the epic scale of the newly reborn Nemesis creature as the central thread to our campaign, whilst reminding people of a unique rollercoaster set down within the rocks beneath you. A ride that delivers an even more intense emotional journey for our guests than ever before.”
Gary Fawcett, ECD at TBWA\MCR, added: “Nemesis has been a national treasure amongst thrill seekers for 30 years. It is an absolute privilege to write a new chapter that captures the drama and otherworldliness of Nemesis as she is reborn.”
The work was created by TBWA\MCR’s Becci Nadin and Gary Hulme. It was directed by Misko Iho through Rattling Stick.
