Launching the UK’s Tallest & Fastest Rollercoaster: Hyperia at Thorpe Park
Creating a dynamic brand and marketing campaign to make Hyperia the most iconic rollercoaster launch in UK history.
The Business Challenge
Thorpe Park, renowned for its thrilling attractions, was set to unveil Hyperia—the UK's tallest, fastest, and most weightless rollercoaster. The challenge was to create a brand and launch campaign that would resonate with the Gen Z demographic, driving significant interest and attendance.
The Diagnosis
To captivate the Gen Z audience, the campaign needed to highlight the unique thrill of Hyperia, framing it as a rite of passage that empowers riders to conquer their fears and embrace adventure.
The Solution
We launched a bold, multi-faceted campaign to introduce Hyperia, the UK’s tallest and fastest rollercoaster, to a young and thrill-seeking audience. At the heart of the campaign was the creation of the ‘Find Your Fearless’ platform, designed to capture the spirit of adventure and transformation that Hyperia represents.
- Iconic Brand: 'Hyperia' – a name and design that embodied the ride’s power and excitement.
- Fearless Campaign: 'Find Your Fearless' became the rallying cry for those brave enough to conquer the ride.
- 360-Degree Activation: Engaging social media, digital ads, and in-park experiences that ignited excitement across all platforms.
The Results
Record-Breaking Pre-Sales
Hyperia’s ticket pre-sales smashed all previous Merlin records.
Social Media Phenomenon
The ‘Find Your Fearless’ message sparked so much excitement that at least 5 people tattooed the brand permanently.
Global Buzz Creation
Hyperia campaign set a new standard for roller coaster launches, igniting global media coverage and conversations.
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