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Alton Towers Stages Hoax to Launch The Smiler

Alton Towers Stages Hoax to Launch The Smiler

Alton Towers Resort has admitted responsibility for the mysterious branding of sheep that swept across the UK. It was all part of an elaborate stunt to reveal the name of its new rollercoaster for 2013, The Smiler. The stunt saw hundreds of sheep across the UK emblazoned with a strange symbol. The symbol has been identified as the logo for The Smiler, which will open to the public later this year. Alton Towers The Smiler

This seemingly mysterious discovery caused bewilderment among local residents in Perthshire, North Yorkshire, Middlesborough, Exeter, Melton Mowbray and South Wales and resulted in several pieces of news coverage.

Last week a group of farmers, who were recruited by Alton Towers, branded their flocks of sheep using black livestock aerosol marker and a stencil of The Smiler symbol. Pictures of the painted sheep were leaked on Twitter after being posted by the farmers involved and bewildered members of the public. The pictures soon went viral as many people re-tweeted the posts and sharing their own thoughts and theories on what the symbol meant. A number of newspapers and websites picked up the story, causing widespread confusion across the country.

It has since been revealed that it was all part of a stunt for Alton Towers Resort. Katherine Duckworth from the Resort said: “We wanted to create some mystery around the name of our new world first rollercoaster, The Smiler. We’ve managed to baffle the nation and hopefully made a few people smile. The Smiler will be our biggest and most thrilling attraction the Resort has ever seen and we can’t wait for guests to join us in May and experience it for themselves.”

Ros Turner, a farmer from Melton Mowbray said: “Everyone loves a mystery and it was great to be involved in the hoax. It made a nice change from milking cows and ploughing fields!”

The Smiler is the new world-first rollercoaster coming to the Alton Towers Resort in 2013. The Smiler is an all-knowing controlling force that will make riders compliant until they become a smiling advocate.

The ride, which is the Resort’s biggest ever investment, will feature a track the length of 10 football fields, gut-wrenching 30-metre drops and hurtling speeds of up to 85km per hour.

For more details on the The Smiler, coming to Alton Towers Resort in 2013, visit www.altontowers.com/thesmiler

View Comments (1)

1 Comment

  1. Sherry Meagle

    January 22, 2013 at 3:59 pm

    What a brilliant, simple, piece of marketing! Love it. Well done Alton Towers.

    S

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NEIL STEEDMAN has been a trade journalist, copywriter, editor and proofreader for 50 years, and News & Features Editor for ‘Irish Travel Trade News’ for the past 40 years.

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