Alton Towers Resort has brought in Mischief as its consumer PR agency, following a competitive pitch.
The brief will see Mischief work on two major new attractions for the theme park in 2016 – Galactica and the Rollercoaster Restaurant.
Galactica is Alton Towers’ first rollercoaster featuring the addition of Virtual Reality, while the other major part of the brief will be to launch the UK’s first Rollercoaster Restaurant.
Mischief associate director Jess Buttress and creative director Damon Statt will lead the account.
The team will report to Liz West, media relations manager at Alton Towers Resort.
West said: “Mischief showed a real understanding of the Alton Towers Resort business and are already proving to be a fantastic extension to our in-house team. They have a track-record of delivering exciting creative campaigns, have great strategic understanding but also regularly react to the news agenda and turn stories around at the speed of life. We have an incredibly exciting year ahead and look forward to working with the Mischief team.“