Thorpe Park Encourages Thrillseekers to ‘Find Your Fearless’

Thorpe Park, the ultimate destination for thrillseekers, is releasing a campaign to announce the launch of their epic new ride, Hyperia – the tallest, fastest and most weightless roller coaster in the UK.

The ‘Find your Fearless’ campaign, which also reflects a shift in positioning to family feel good thrills, dramatises the transformative effect that riding Hyperia has on those brave enough to take it on. Because Hyperia is so tall, so fast and so exhilarating that riding it creates a turning point in your life after which you will come away changed for good.

In the hero AV, we see the story of three characters in need of courage: an amateur diver on a daunting diving platform, a burnt-out office worker preparing to quit her job, and a boy on a stage about to deliver the performance of his life. The stories are punctuated with on-ride footage showing the catalytic effect that riding Hyperia has had, allowing each of them to look their fear dead in the eye and, ultimately, rise above it. This personal triumph is visualised through the metaphor of wings, tying to the in-park theming and ride’s mythical backstory.

The AV is supported with a full multi-channel comms plan and phasing strategy, using a combination of the characters and wings from the AV and AI generated personality wings which allow consumers to get involved, choosing their own wings and defining what fearlessness means for them.

Ruth Storey, marketing director, said, “Hyperia is the first new coaster to launch at Thorpe Park since 2012 and the single largest investment in any Merlin coaster to date, so we knew we wanted to create a campaign as awesome as the ride itself. ‘Find your Fearless’ is an emotive and engaging platform rooted in the ride’s unparalleled USPs that allows us to tell personal stories. 2024 signals the dawn of a new era for Thorpe Park on many levels and we can’t wait to see how our audience respond.”

Ben Middleton, chief creative officer at Creature, goes on to add, “The arrival of the UK’s tallest, fastest, most weightless hypercoaster calls for blockbuster advertising, so when we set out with this campaign, we knew we had to create something epic that could compete with any Marvel movie. At its heart, this campaign is a celebration of individuality, of embracing the things that make us tick, that excite us and make us want to push ourselves further. Hyperia is a ticket to a feeling that anything is possible, especially once you’ve soared.”

The campaign was directed by Furmaan + Vasso (OB42) using a combination of blue screen live action and CGI to bring the campaign to life in a period where the ride was still being built.

The campaign launches today across TV, VOD, YouTube, OOH (including a 2-week Waterloo takeover), Spotify, LADBible, Digital and Paid Social, with media planned by Wavemaker UK and PR by Popcorn PR.