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‘Business is a rollercoaster’ says MD as Smoking Gun celebrates ‘thrilliant’ account appointment

Nemesis last ride with super-fans and creator, John Wardley

Alton Towers Resort has appointed brand building marcomms specialist agency Smoking Gun on a long-term project.

Smoking Gun has been appointed to deliver integrated marketing communications around the launch of two attractions, working closely with other agency partners and the Alton Towers Resort marketing team. 

The agency is specifically tasked with managing relationships with a range of stakeholder groups, from enthusiasts to families, thrillseekers to staycationers. The programme of activity will maintain audience engagement during the redevelopment of some key attractions before activating relaunch campaigns across owned and earned channels, including for the legendary Nemesis.

Sian Wilson, Alton Towers’ Head of PR, said: “What started off as a one-off strategic planning project has quickly blossomed into a much wider partnership. We were very clear on what we needed from our agency partner to help support us through arguably the busiest couple of years in the Resort’s history. The Smoking Gun team ticks all the boxes, marrying expertise with commercial nous and a genuine knowledge and passion for the Resort. 

Already the agency has shown fantastic integration with other partners and has delivered outstanding results on some potentially tricky announcements.”  

Smoking Gun’s Managing Director, Rick Guttridge, said: “Alton Towers is a world famous brand and a delight to add to our roster. This brief plays to our strengths of holistic big picture thinking and creative execution.   The fact I've regained some serious ‘cool dad’ points from my kids is also an added bonus!”

Smoking Gun also works with organisations including Interflora, Eurocamp, Becky Adlington Swim Stars, the NHS and Old J rum. 

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