Alton Towers

The Challenge

To improve e-communication strategy. To increase the size and quality of the database, drive more traffic to the website and encourage recipients to read and respond to e-communication.

The Solution

Custard identified the target audience and developed a content plan. Focusing on engaging and relevant topics that promote The Resort’s USPs, Custard blended creativity, journalistic knowledge and a thorough understanding of e-communications and digital marketing to launch a new, improved form of communication.

In addition to the development of the email marketing, high value data was purchased to immediately increase the database.

The Result

Since taking over the creation and distribution of the Alton Towers Resort e-communications:

• The database has grown from 4,482 to over 10,000 relevant contacts

• The average open rate has increased from 8% to over 22% (8%more than the industry average)

• The average open rate has increased from 0.5% to 23% – a 4,500% increase in engagement


We would love for you to carry on with us– what we’ve seen has been great and exactly what we need to support the corporate side of the business. I really do appreciate everything you have invested in understanding the brand and our business to get the results and it hasn’t gone unnoticed. The team really knows the conference and events media and the results we have seen since working with you have been outstanding. 

Liz West 

Public Relations Manager, Alton Towers Resort