• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Chessington’s History.

Extracts from this document...

Introduction

CHESSINGTON'S HISTORY Chessington Zoo was opened in July 1931 as a private venture by Reginald Goddard who invited the public to view his private animal collection. After the War Chessington soon became known for the different types of entertainment it could offer:- a circus, a funfair and a miniature railway as well as the zoo. Despite this in the early 1970's the attendance figures of over 800,000 began to decline. The Zoo was in need of further investment. In 1978 the Pearson Group bought Chessington and when they later bought Madame Tussauds, they put all their leisure interests together to form the Tussauds Group. 1981 saw the beginning of the planning for the transformation of Chessington. Six years and �12m later the Park was ready. It was opened in July 1987 by H.R.H. Prince Edward. The opening coincided with the opening of the M25 which gives easy access to the Park from various parts of the country. Approximately 18m people live within a 2 hour drive of the Park. On 19th October 1998 it was announced that Pearson had sold the Tussauds Group to Charterhouse Development Capital for �352m. The Tussaud's Group Vision and Mission Vision: "Entertaining People". Mission: To deliver real growth in profits to take Europe's leading entertainment world-wide". ...read more.

Middle

Advanced tickets reduce the queues at admissions as visitors already have their tickets and can go straight in to the Park. Promotion. Promotion of the Park happens via a number of different communication channels. Advertising. This is generally broken down into two areas, the creative production of the advert and then the choice of where to place that advert, TV, Radio, Press etc. For the year 2002 communication for Chessington will focus on the new attraction, Hocus Pocus Hall. The main creative idea is all based around 'The New Adventure Starts Here'. This new creative idea will be adapted for use on TV, Radio, Press and in Children's comics, ie The Beano. Promotions. Promotions are very import in incentivising visitors to come to the Park. The incentive is generally either a Buy One get One Free mechanic or a discount off the full adult or child price. Chessington ran promotions on it's own or in conjunction with the Tussauds Group, ie Tesco. Promotions can be run with a wide variety of partners, Esso, News of the World, KP Skips or solus via a direct mail campaign to surrounding homes. Public Relations. This area is all about getting positive exposure in the media, TV, Radio and Press. ...read more.

Conclusion

A Careful research is undertaken before a new attraction is bought. The attraction may be put in place to address a gap in guest numbers for a particular age range. The new attraction will encourage that element to visit the Park and therefore increase guest satisfaction. Q Are ticket prices changed when a new ride is introduced? A Ticket prices are reviewed annually. Any adjustments will consider the new attractions in the Park and other attractions in The Tussauds Group, and competition in the market place. Q How often do you introduce a new ride? A It is our intention to introduced a new attraction every year. The nature of this attraction is dependent on a number of contributing factors based on research results. Q What is the time from conception to the completion of a project? A Once a need has been identified, it may be as much as three years before the project is completed, depending on ground work and the size of the finished attraction. Q Are there any discounts or special offers? A Yes and these vary throughout the season. Discounts are available all season on those tickets that are booked in advance. Promotional offers/discounts vary throughout the year and are generally conducted with third party partners, i.e. ESSO. Q What is the company's mission statement? A "To deliver real growth in profits to take Europe's leading entertainment business world-wide". Pages 1-3 ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. Produce a marketing strategy for a product or service with a clear understanding of ...

    Latin America Group Population_500 million Group Average Per Caita_198 country total unit case sales % Mexico 42 Venezuela 4 Colombia 4 Chile 5 Argentina 8 brazil 23 other 14 Position Brand name 1 Coca-Cola classic 2 Diet Coke 3 Sprite 4 Caffeine free diet Coke 5 Minute Maid Soda 6

  2. The History of AdvertisingTypes and Functions of AdvertisingAdvertising in mass media.Advertising agencyDomestic advertising

    These buyers require the information about sellers and their goods. Feeling necessity in the goods or service buyers begin searching for such information. Advertising represents for him value because it betrays already listed above information. "Having met" advertising, the buyer receives the message about the seller and his goods or service.

  1. advertsing agency

    Also the images shown on the advertisement which show 'Pictures and Diagrams' known as the 'Design or Layout' are created by the designers, and it is very important that the copywriters and the designers work closely together to turn the idea into reality.

  2. Viral Marketing

    This helps decide which form of communication and media is most likely to be forwarded through social networks. Following variables influence calculation of an individual's SNP: participation in Social Networking activities, group memberships, publication/editing/contributing to non-electronic and electronic media (websites, blogs), and frequency of past distribution of information within their network, leadership roles, recognition.

  1. Create ing your own business - create a full plan on a business of ...

    * External economies of scale: - as well as having the suppliers and components nearby it would also be a good idea to have supporting businesses located nearby, like the people who maintain equipment for example. I would want this so that is there was a break down in the

  2. Media Marketing Plan

    Popular tabloids are young or old downmarket in contrast to broadsheets which are young or old upmarket. This is a significant piece of information as it proves that the current situation of the newspaper market is divided in terms of its tabloid and broadsheet formats in which a number of segments are being targeted.

  1. Marketing Media and Audience Feedback

    In addition, I will work in a marketing team or individually to produce these examples, also producing a production diary as well. INTRODUCTION TO ADVERTISING21,22,23,24,25,26 Advertising is paid communication through a non-personal medium in which the sponsor is identified and the message is controlled.

  2. Quantitative Methods Management Report SURREY & HAMPSHIRE RESTAURANT SECTOR

    The fast food restaurants have the second highest number of seats as these restaurants dominate the sector in Surrey and Hampshire, thus there are large quantities of seats. Fast food restaurants are extremely popular and therefore must provide appropriate seating for the quantity of customers.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work