LONDON — Alton Towers Resort, the UK’s biggest theme park, has appointed Clarion Communications to lead PR activity for its attraction aimed at pre-school children and their families.

The agency will develop a consumer campaign to position Alton Towers Resort as a family destination, focusing on its CBeebies Land and CBeebies Land Hotel, featuring characters and rides based on the BBC’s channels for young children. The campaign will incorporate a research project, influencer relations and media engagement.

Alton Towers Resort head of PR Sian Alcock said: “We’re delighted to have Clarion Communications on board. The team showed creativity, enthusiasm and a great knowledge of how to land their ideas in the media.”

Clarion Communications CEO Amanda Meyrick added: “We’re thrilled to be working with Alton Towers. Clarion’s wealth of experience within the travel and entertainment sector paired with Alton Towers Resort adventurous spirit makes for the perfect match.”

Alton Towers joins other recent new clients for Clarion including Border Biscuits, Edgewell Personal Care (Wilkinson Sword and Hawaiian Tropic) and international spirits business Quintessential Brands (Bloom and Greenall’s gin).