Part of The Student Room Group

  • 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

or


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 principles of marketing.

    Opportunities also allow us to make our marketing strategy more adventurous, which will enable us to stay in front of our competitors, which will allow us to make a profit. There are new opportunities available that weren't before. The new technology allows us to promote Coca-Cola a lot better, which is more effective.

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

    he comes to the shop he has chosen and buys its brand of the TV. Thus it is possible to see that advertising is a very important source of information for the buyer. Propaganda of the given goods or service for the benefit of buyers.

  2. advertsing agency

    is going to work and how it is going to look like and what it is going to be about. They also thin about what interest their customers' ands what would excite them and turn it into something useful, as for example in the United Colors of Benetton the creative

  1. Viral Marketing

    resonate with something fundamental in the audience's psyche. Success of a viral marketing program depends on the marketers' ability to identify individuals with high Social Networking Potential (SNP) and formulate marketing messages that appeal to this segment of the population and have a high probability of being passed along.

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

    business * Raw materials/components: - the raw materials can be more expensive to transport to the shop as the raw materials may weigh more than the finished product but as I am opening a mobile phone shop this will not be a problem however if the supplier of the mobile

  1. Media Marketing Plan

    basis, this will enforce future decisions as to when to publish and distribute a newspaper, and why this should be circulated within such a time period. Total readership trends of adults for dailies in terms of millions Similarly, shown below is a diagram which shows the loyalty of adult readers for those daily newspapers.

  2. Quantitative Methods Management Report SURREY & HAMPSHIRE RESTAURANT SECTOR

    However an excess of �150,000 is needed which is a large sum of money for a potential business to invest when they first start out CROSS CLASSIFICATION TABLE OF RESTAURANT SEATS The table below displays a Cross Classification table of the number of seats in each type of restaurant.

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