Coolabi Group today announces a creative brand partnership for stylish comedy horror animation Scream Street with Chessington World of Adventures Resort, for the month of October. In 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 ‘spook-tacular’ web of activities.
The campaign includes a press call with Scream Street 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.
Scream Street’s Tyger Drew-Honey, who voices lead character Luke Watson (a regular teen apart from the werewolf gene), visited Chessington to launch the campaign, taking part in a photo call, press interviews, a filmed tour of the Park and he even met a real tiger!
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 making spooky selfies at screamstreet.com, and the other Scream Street activity on site including a limited edition Scream Street burger and highly collectable Pop Badge.
At the Chessington Safari Hotel and Chessington Azteca Hotel, Scream Street standees and footage from the show will entertain kids. Scream Street books 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 Street Howl’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 Street brand, 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, comments: “The Chessington / Scream Street partnership 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.”
For more information, please contact:
0161 711 0517 / 07786 434313
@todayissundae / www.todayissundae.co.uk
About Scream Street
Scream Street launched on CBBC in October 2015. The stylish, scary, stop-motion show, based on the hit book series of the same name by Tommy Donbavand.
Packed to the bat-filled rafters with funny, gross-out stories about Luke and his best friends, the series (almost) vampire Resus and sassy 4,000-year-old mummy Cleo, as they deal with everyday problems in the spooky underworld of Scream Street.
The show is voiced by Tyger Drew-Honey, John Thomson, Debra Stephenson, Claire Skinner, Rasmus Hardiker, Tala Gouveia, and Jim Howick.
About Coolabi Group
Coolabi Group is a leading independent international media group and rights owner specialising in the creation, development and brand management of children’s and family intellectual property rights.
The group has particular expertise in books, television and digital.
Coolabi owns the rights in over 20 TV series and some 360 half- hours of programming; it has shows airing in more than 140 territories on channels including: ABC, Cartoon Network, CBeebies, CBBC, Clan / TVE, Disney, F5, ITV, Kika, Nickelodeon and Sprout.
Brands owned and represented by Coolabi include the Clangers, currently airing in the UK on CBeebies, and Scream Street, currently broadcast on CBBC. Other properties include Beast Quest, Domo, Poppy Cat (la gata Lupe), Purple Ronnie and the Smallfilms’ properties Bagpuss and Ivor the Engine.
The group also creates original series fiction for publishers and has created some 100 published series, consisting of over 1,000 books, sold in more than 40 languages. Four of these series, Warriors, Beast Quest, Animal Ark and Rainbow Magic have sold over ten million copies each and Coolabi is currently working on brand extensions for some of these properties the latest example being the hit new Beast Quest mobile game, co-produced with Miniclip.
About Chessington World of Adventures
High Resolution images of Chessington World of Adventures Resort are available for the media to download free of charge from www.chessington.com/press
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