Bloom reveals ad campaign for new Yorkshire leisure park
The Leeds agency won a competitive pitch in January, to promote the £14m attraction, which was due to open at Easter.
The campaign features the tagline: if you think you know waterparks, think again.
“People in the UK have negative preconceptions of waterparks, and with good reason. Overcrowded, cold, dirty, tired décor, bad takeaway-style food and basic, unadventurous slides are all common themes,” explained Neil Lockwood, Bloom Agency executive director of strategy & brand.
“Alpamare is the antithesis of these UK parks and everything they stand for.
“Much as American-style shopping malls and multiplex cinemas revolutionised the way we shop and watch films, we wanted to do the same for family waterpark fun.”
Describing it like a “a waterpark from another world”, Lockwood added:
“It is based on sound insight and using our Whisper tool we found 2,000 individuals each week talking on Twitter about ‘things to do’ or ‘days out’ in Yorkshire and the North East during the holidays.
“There were four different types of conversation around this happening so we could devise our creative strategy to address this.”
Bloom created and executed the advertising and media strategy and oversaw the launch campaign.