For almost 50 years, Alpamare has created some of the largest, fun packed waterparks in Europe. When they decided to bring their magic to the North Yorkshire coast, they asked us to create a launch campaign that told families across Yorkshire and the North East all about the thrills in-store. As well as showcasing the waterpark, the campaign had to work hard to drive visitor numbers. Our target was to deliver 300,000 in the first year.
In the UK, many people have preconceptions of waterparks being cold and overcrowded with slow slides and bad food. But Scarborough’s Alpamare is a world away from this. We challenged the British pre-conceptions about a waterpark, and showed the premium Alpamare offer through photography led campaign content, to show the audience what a waterpark from another world looks like.
Our campaign was based on the idea of ‘Think you know waterparks, think again’. We created a TV ad, outdoor media, press, radio, social content and direct mail to celebrate Alpamare and demonstrate why the unmistakably Alpine experience has to be seen to be believed.
We developed a campaign that distilled the essence of Alpamare and transformed it into a message that British guests related to, with great success.
- 55,000 people dipped their toe in the water in the first month. That’s 20,000 more than the target number.
“We instantly knew that they had understood our product and found a really great approach to establish the ‘Alpine’ Alpamare on the Yorkshire Coast.”
Anton Hoefter, CEO of Alpamare