Coolabi Group has partnered with Chessington World of Adventures for a one month campaign featuring its hit children’s property Scream Street.
In what marks a first for both brands, the activity, built around Chessington’s Howl’o’ween event, and the launch of Scream Street’s brand new episodes on CBBC, will see Scream Street take over Chessington World of Adventures Resort with a series of dedicated activities.
The campaign includes a press call with ScreamStreet voice talent Tyger Drew-Honey (Outnumbered, Tyger Takes On…), interactive on-site activity, branding, ticket offers and bespoke limited edition products and prizes, supported by a strategic advertising, PR and social media campaign.
Visitors to Chessington throughout October will find Scream Street branding at the Vampire rollercoaster and Vampire’s Burger Kitchen, where character standees and ‘gravestones’ will signpost families to try their hand at taking and posting selfies as screamstreet.com, and the other Scream Street activity on site including a limited edition ScreamStreet burger and collectable Pop Badge.
At the Chessington Safari Hotel and Chessington Azteca Hotel, Scream Street standees and footage from the show will entertain kids. Scream Streetbooks will be placed in Howl’o’ween package bedrooms, plus Scream Street goody bags can be won by guests who ‘unlock’ the secret safe, an ongoing Chessington feature for guests in select rooms. Furthermore, Scream Street activity sheets and branded ‘bone’ pens will be given to Merlin Annual Pass holders staying in the Hotels.
School groups visiting Chessington throughout October, can sign up for a Scream Street script-writing workshop, which includes a “how to” video, hosted by Scream Street’s showrunner, Giles Pilbrow. Kids will be encouraged to invent their own Scream Street monsters and write a script with expert guidance.
The workshops, for visiting schools, will be hosted by Chessingtons Education Team and a mailer detailing the activity has been sent to 10,000 schools. To drive the partnership, a Scream StreetHowl’o’ween kids go free at Chessington offer, with redemption via a creative advertising campaign, has been placed in eleven kids’ print titles including First News, Nat Geo. for Kids, Toxic and Girl Talk.
Caroline Lang, Senior Brand and Partnership Manager, Chessington comments: “We are very excited to be working with the Scream Streetbrand, it is such a great fit for us and even more topical around Halloween, which is one of our busiest times of the year.
"This is one of our first cross category partnerships, working not only in the Park but across the Restaurants, Hotels and with School’s workshops too.” Anya Hollis, head of marketing, Coolabi Group, said: “The Chessington / Scream Streetpartnership is a great opportunity to engage with our target audience. It is also excellent timing, as everyone embraces all things spooky this October, and we celebrate the launch of new episodes on CBBC and new TV-tie in books.”