http://news.bbc.co.uk/cbbcnews/hi/newsi ... 416839.stmLONDON - Alton Towers is to rename its newly launched rollercoaster ride Rita: Queen of Speed as Camilla: Queen of Speed to celebrate the marriage of Prince Charles to Camilla Parker Bowles this Saturday as part of its latest ad campaign.
In a new 30-second television ad for the ride, a special version with Camilla's name will be screened on the wedding day only. On the day, logos on the ride itself will also be altered.
The creative for the TV campaign by TBWA\London features a lone climber stuck in a crevasse in the Swiss Alps, who in his boredom flicks a lighter with the ride's logo and remembers more exciting times at Alton Towers. The voiceover says: "Make some great memories, you might need them someday."
Alton Towers head of marketing Tracy Burton said: "Camilla may not be Queen of England yet, so we thought she might like to take over from Rita and be Queen of Speed, just for her wedding day."
The ride hits 0-60mph in just 2.5 seconds, which according to Burton is slightly speedier than Charles and Camilla's decision to marry.
"We think that, given the lead-up to the wedding has been a bit of a rollercoaster in itself, they will appreciate this unprecedented move in the spirit in which it is intended," Bruton said.
The ride was launched on April 1. Other rollercoasters at the park include Nemesis, Oblivion and Air
and it's NOT an april fool's joke!!
Really clever thing to do from Alton Towers' point of view - it's bound to make the headlines - but surely it will confuse park guests on Saturday who are looking for Rita....
