Alton Towers and Mischief part ways but theme park says no new pitch 'at this stage'

Alton Towers Resort and PR agency Mischief have agreed to part company, with the theme park saying there are no plans to hold a pitch "at this stage", PRWeek has learned.

Alton Towers is not looking to call a consumer PR pitch
Alton Towers is not looking to call a consumer PR pitch

Alton Towers appointed Mischief to a consumer PR brief in January last year. 

Mischief's remit included working on two seperate attractions for the theme park: its Rollercoaster Restaurant and Galactica, which is Alton Towers' first virtual reality rollercoaster.

A spokeswoman for Alton Towers told PRWeek that Mischief would not be handling consumer PR for the theme park in 2018, but added that there were no plans to hold a pitch for the business "at this stage".

Earlier this month, Mischief was appointed by TripAdvisor to grow its tours and attractions business in the UK.

Mischief, which was acquired by Engine Group in 2011, is ranked as the 59th biggest agency in the UK, according to the 2017 PRWeek Top 150 Consultancies ranking table.

Read next: Top of the Month - Alton Towers delivers sensitive response to roller-coaster crash

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