by
Chris Newbould
TBWA\MCR has worked alongside Alton Towers Resort to bring the haunting tale of The Curse at Alton Manor, the Resort’s brand new ride-through haunted house, to (after)life.
It all started with a countdown on social media, introducing Emily and her warped game of hide and seek. Next came an OOH campaign, including lenticular bus ads, where Emily suddenly points at passers-by as the bus moves along. These are currently running around cities such as Manchester, Leeds, Liverpool and Sheffield.
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Emily’s games don’t stop there – she is currently making uninvited appearances in living rooms across the country in a creepy TV ad directed by Yoni Weisberg for production house Chief.
She even appears in a huge UV mural in Manchester’s Northern Quarter, where at night she changes to become even more terrifying.
The campaign has been supported by PR activity too, including a walkthrough doll’s house pop up activation in London.
Lisa Nichols, ECD TBWAMCR said: “The Curse at Alton Manor ride gave us the opportunity to really get stuck into our favourite genre – scary movies – a gift of a brief for any creative agency.”
Larry Roles, marketing director, Alton Towers Resort, added: “I’m immensely proud of every member of the team who made this happen. We have pushed boundaries in all channels to tell the story of Emily Alton. The reaction to the TV has been incredible and we’re excited to get back to being the masters of storytelling.”
