Travel - Terror ride at Disneyland Paris

Disneyland Paris asked Cow to help create a buzz before the April launch of its new ride, the Twilight Zone Tower of Terror.

Objectives

- To raise awareness of the new ride

- To remind UK consumers that Disneyland Paris is just on their doorstep

- To play up the thrill-seeking element to appeal to teenagers and young adults, and help shake up the perceived 'safe' image of the resort as purely a family destination.

Strategy and plan

Cow created a giant replica of the Twilight Zone Tower of Terror elevator in Leicester Square and ran a national photocall with circus performer Garry Stretch, who distorted his face to look as if he had dropped 13 floors. A competition was run to win a trip to Disneyland Paris and a spoof guide to 'The UK's Real Twilight Zones' was sent to newspapers along with maps and a list of the UK's top 13 real Twilight Zone hotspots.

Measurement and evaluation

Media coverage included the Daily Express, The Daily Telegraph, the Daily Star and the BBC, as well as radio and online coverage. An estimated 400,000 people tried the elevator in Leicester Square and more than 5,000 guides were distributed.

Results

For every £1 spent, the campaign delivered an advertising equivalent of £10. The lift installation was shipped to Paris for the official launch at the park itself.