Thorpe Park shifts towards family market

Thorpe Park logoThorpe Park is this season changing its marketing strategy, placing a greater emphasis on attracting families.

The Surrey theme park had in recent years labelled itself as the “thrill capital” of the UK, with its target market being teenagers and young adults.

However since the stock market flotation of the park’s operators, Merlin Entertainments, late last year, a new approach has been devised.

The park – which this year re-branded to a ‘resort’ attraction – has a new tagline of “an island like no other” and has developed its now strategy with north western marketing firm TBWA\Manchester.

An Angry Birds 4D Cinema experience is set to open at Thorpe Park on 24 May, and a new television advert for the park began to air today.

Marketing director Jason Wills said: “With TBWA\Manchester we have created a more premium and aspirational positioning for Thorpe Park Resort. It is a unique destination that appeals to people of all ages, and the work truly brings that to life.”

A planning application for a new hotel building is currently being finalised, and is expected to be submitted later this year.