Nemesis: Campaign to Close a Legend

Agency: Smoking Gun
Client: Alton Towers Resort

Customer research shows that ride closures are a major sentiment detractor for theme parks. Closing Alton Towers Resort’s world famous Nemesis had potentially huge reputational and commercial risks.

Through first-class storytelling, we turned the temporary closure into an activation that successfully kick-started the ride’s next chapter, creating excitement and intrigue and successfully mitigating any negative sentiment. The campaign achieved ‘thrilliant’ results, driving hundreds of headlines and unprecedented levels of UGC - leaving fans proclaiming “the marketing for Nemesis is better than anything from Disney!”