by Graham Speak, Speak Consulting
In many of my previous articles, I’ve often spoken about the value IP licensing partnerships can bring to attractions. I’ve also explored how to maximise these agreements, both for guests and commercially.
However, working with an external IP partner is not always the best or only option. There are some brilliant examples around the world of theme park attractions that developed their own stories. Some of the originals and best known include the likes of Pirates of the Caribbean and The Haunted Mansion at the Disney parks.
Some have developed into full 360-degree franchises with movies, games and merchandise.
In Europe, there are great examples of in-house stories, characters and IPs from the wonderful Magic Jester Pardoes and the Symbolica experience at Efteling (Netherlands) to the magical village of Lillidorei (at the Alnwick Garden, UK) and the nine clans who worship Christmas.
Partnering with an external IP, or developing your own, both come with costs and opportunities and can operate on different scales. The big question to address is what are your key objectives, and then, what is the most efficient way to deliver them?
Enter the legend of Nemesis
In 1994, Alton Towers Resort was about to unleash Europe’s first inverted roller coaster. In the same year, Drayton Manor launched 7-Up Shockwave. Plus, Blackpool Pleasure Beach opened the world’s tallest roller coaster, The Pepsi Max Big One – a steel monster on the Lancashire seafront.
However, Alton Towers couldn’t be so blunt. With strict planning regulations in play, it had to think differently. And so, Nemesis was built, dug into a hole beneath the tree line. This created disorienting moments and the illusion of much greater speed by diving down into a pit, through tunnels and around rock faces.
Along with the unique (and stunning) location, the team behind Nemesis went with a virtually unseen roller coaster technology. The ride was only the second B&M inverter anywhere in the world. It looked different, with guests sitting underneath the track and being flung upside down.
Then, Alton Towers layered on the story. An alien predator was discovered during routine excavations, and the dangerous creature, lying dormant, had been awoken. Pinned down by steel, Alton Towers visitors could see the creature close-up.
This level of storytelling was unique in the UK roller coaster scene at the time. Approaching the area, the story was brought to life with theming. This included the station area (the creature itself) which the track loops around.
A bespoke soundtrack played menacingly as guests approached the area and traversed through the (often 2-hour long) queue line. Audio informs guests to ‘Sit back, it’s fright time’.
Meanwhile, signs advise they are about to experience ‘The world’s most intense roller coaster’.
Becoming a brand in its own right
Soon after launch, along with an atmospheric TV ad and a whole suite of marketing assets, a comic book was created to tell the Nemesis. Alton Towers also worked with Coca-Cola to create a bespoke Nemesis soft drink. Over 2 million cans of the Liquorice and Blackcurrant soda were produced and sold nationwide. This promoted the ride and let guests have a taste of Nemesis!
Over time, with a consistently delivered approach, Nemesis became a brand in its own right. It is synonymous with Alton Towers Resort itself. Over 50 million people rode Nemesis since it opened. It was one of the only coasters in the world to constantly rank for that period in ‘top roller coaster’ polls.
The Nemesis ‘brand’ has crossed generations. It held its title as a top thrill ride, yet also built considerable nostalgia value.
The secret of Nemesis’ success
The truth is that Nemesis’ success was down to a combination of factors. An excellent roller coaster design at its heart; a well-developed, immersive and exciting storyline and themed area wrapped around it; and an exceptional brand and marketing programme to engage and drive awareness.
Without these factors playing together, it’s unlikely Nemesis would have won the hearts and memories it did over the past 30 years.
It’s impossible to say whether the same success would have been delivered by partnering with an external brand or IP. But in this example, it’s fair to conclude the core roller coaster was a significant draw for most. And, by creating its own story, Alton Towers had more flexibility to deliver something bespoke that would more likely have longevity and brand value over time.
Extending the Nemesis story across attractions
The love and recognition for the Nemesis brand has since been leveraged across the broader Merlin portfolio.
Nemesis Inferno opened at Thorpe Park in 2003. In 2012, Alton Towers Resort then revealed ‘Nemesis: Sub-Terra’. The new attraction, located next to Nemesis, extended the story and theme of the original roller coaster ride. It also introduced ‘The Phalanx’ storyline – an organisation that discovered a mysterious egg, believed to belong to the Nemesis creature.
Fast-forward to 2022 and the news Merlin was investing in almost completely rebuilding Nemesis for the 2024 season. Why would Merlin choose to make this investment rather than create something new? Well, how much would it cost to build the brand equity already associated with a still-popular, 30-year-old, well-loved, multigenerational, world-known attraction?
Alton Towers Resort’s Larry Roles spoke to blooloop about the decision:
“We know the love for the Nemesis ride and brand has become multigenerational. Time and time again, Nemesis had been named the number one ride – and our decision to invest in refurbishment rather than remove the ride was further validated by consumer research—our guests wanted Nemesis to stay!
“The overwhelmingly positive reception of Nemesis Reborn upon its reopening was an early and clear indication that we made the right choice.”
During its rebuild, we saw Alton Towers expertly develop a marketing and engagement campaign. This again brought to life the Nemesis site and backstory, revealing more about the sinister organisation, The Phalanx. The story goes that the Phalanx are a secret organisation, tasked with keeping the Nemesis beast under control.
The Phalanx take control
The team wove storytelling into every aspect of the Nemesis rebuild project. This ensured key campaign beats kept guests and fans updated and interested in what was happening with their beloved Nemesis.
The team built out brand storytelling (the Phalanx narrative) to appeal to both fans of the Nemesis brand, but also to casual theme park visitors:
“We always tailor our messaging based on the audience we are speaking to,” says Roles. “From the very start of the Nemesis campaign, we ensured a balance. When the ride closed, we promoted “last chance to ride”.
“For enthusiasts, the Phalanx played a key role in how and why (test subjects were being sought). Wider audiences received the message, ‘ Nemesis is closing for refurbishment, last chance to ride’.”
Before the closing period, Alton Towers’ annual firework event had announcements from The Phalanx, letting everyone know not to worry and that the situation was under control.
Phalanx ‘operatives’ patrolled the Nemesis site whilst the ride was being rebuilt. There was also a Phalanx observation deck, overseeing the work.
Even a building site was taken as an opportunity for storytelling and brand-building.
Nemesis Reborn successfully reopened last year as part of a Phalanx takeover of the Forbidden Valley. Actors patrol the site as Phalanx staff. Large scale helicopter and Nemesis tentacle theming immerse guests in the story as soon as they enter the land. Meanwhile, an updated, intimidating soundtrack adds to the atmosphere.
The Nemesis story and brand extends more than ever outside the immediate ride area.
Consistency: creating more touchpoints through the season
Due to the launch of Nemesis Reborn being a marketing focus, and the increasing awareness of the Nemesis and Phalanx storyline, we started to see the IP extend further throughout the resort and marketing communications through the 2024 season.
Alongside the attraction and land itself, guests could drink bespoke Nemesis beer, and buy Nemesis and Phalanx branded merchandise in the Bunker 94 retail outlet (a nod to the opening year of the original attraction). Nostalgia was dialled up with original logo merchandise and theming pieces from the 1994 roller coaster.
Alton Towers’ Halloween event, Scarefest, featured a Phalanx and Nemesis themed attraction this year – COMPOUND. Phalanx operatives marched ‘victims’ into the test facility where their DNA was hunted for the next experiments to take place.
Next, we saw the Nemesis brand and The Phalanx takeover of the end-of-season Fireworks spectacular. Whilst there is often a theme to the fireworks shows at Alton Towers, The ‘Phalanx Expo’ took the concept to a new level. There was Phalanx branding around the site and the promise that the mysterious agency would showcase new technologies.
Again, the site was guarded by operatives throughout the day. Theming and even Phalanx branded merchandise took the story outside the Nemesis Reborn attraction’s confines once more.
The story continues with Toxicator
Following the firework show, Alton Towers teased what would be coming to the park in 2025 on giant screens. Now known to be a suspended Top Spin ride, Alton Towers have revealed it is the “latest technology from the shadowy organisation known as The Phalanx and is used by them to extract and separate toxic saliva from the Nemesis creature.”
Asked about how Toxicator was developed and integrated, leveraging the Nemesis IP and Phalanx storyline, Roles says:
“Rather than introducing a separate theme or shying away from any kind of story, it felt a natural fit, following the success of Nemesis Reborn and Sub-Terra, for Toxicator to lean into the continuation of the narrative and strengthen the interconnected storytelling in that area of the park.
“Toxicator is a key facilitator of this evolving narrative. We can’t wait for our fans to become part of this next chapter when they visit.
“Those who have seen the marketing for Toxicator ahead of its opening will have noticed how the ride shifts away from the traditional Forbidden Valley colour palette, introducing a complimentary new hue to the land. This deliberate choice ensures that while Toxicator stands as a bold, standalone branded experience, it still weaves seamlessly into the ever-evolving narrative of Forbidden Valley and the Phalanx.
“The new aesthetic not only reinforces the attraction’s unique identity but also deepens the immersive world-building of the area.”
Nemesis & the benefits of developing a homegrown IP
The Nemesis brand has been built and sustained over 30 years. It’s a fascinating example of how an IP ecosystem can be built from and around unique and diverse assets.
Initially, the ride itself was so compelling that a third-party IP wasn’t required to recruit an audience or drive awareness (common objectives of IP partnerships). Yet over time, the value of the IP has been built, awareness and affinity have increased, and so the power it holds has become more valuable.
The Nemesis IP has many benefits over third party brands for Alton Towers. They have ultimate flexibility in its use, and how they choose to develop it for their specific needs. No payment is required to a partner. And it’s a unique asset that guests can only enjoy and experience at Merlin attractions.
Third party IPs have a role to play too at Alton Towers
It’s not a one-size-fits-all decision. In contrast to the Nemesis case study, there are examples where partnering with well-known IP brands has been a key factor of success.
Look no further than CBeebies Land, also at Alton Towers Resort. Here, IP partnerships have allowed attractions to offer credible, endorsed spaces for young children…often enticing visitors from much further afield to make a journey to meet their favourite characters and experience their worlds.
In 2024, Bluey set up base as part of CBeebies land to help the park celebrate its 10th anniversary. Perhaps one of the most popular children’s IPs in the market, guests could exclusively in the UK meet with the whole Heeler family. Over at the CBeebies Hotel, they could stay in Bluey and Bingo’s room.
Earlier this year, Alton Towers announced plans to update the popular CBeebies Land with a new roller coaster for 2026.
“While we’re keeping our cards close to our chest on what’s to come next, it will always be driven by striking the right balance between it being right for both the brand and our guests. As seen with Nemesis and third-party collaborations like Bluey in 2024, IP’s – whether homegrown or through external partners – can play a key role in our future,” says Roles.
So…is there value in IP partnerships?
The answer to this question isn’t one-dimensional. The bigger question is – what are you trying to achieve and what are your differentiators? How do you integrate technology, storytelling, marketing and many other factors to create a successful recipe for your audience and objectives?
Regardless of whether an IP is brought in or homegrown, immersing a guest in a story is more likely to step an attraction from being ‘good’ to ‘world-class’.
Allowing guests to experience different worlds and stories differentiates your technology. It gives visitors another reason to visit, to talk about their experiences, to connect with others about what they have seen and heard, and to enhance their experience with F&B and merch.
With many rumoured attractions planned across the globe over the next 5 years, I’m excited to see how homegrown and partner IPs are developed to bring stories and experiences to life!
