Alton Towers assists the trade in pushing its new Wicker Man ride

MERLIN ENTERTAINMENTS is working with the trade to promote its newest attraction, The Wicker Man, the UK’s first wooden rollercoaster in 21 years, writes Ben Coren.

The company, representing attractions such as Thorpe Park, Legoland and Madame Tussauds, is working closely with the trade with training days and fam trips to promote Alton Tower’s latest addition, (open this spring) along with its other brands.

Kelly Grainger, Head of Trade Sales, said: “The trade is very important to us which is why we have a dedicated trade sales team providing support and marketing materials and ensure that the partners are kept up to date with the latest attractions.

“We offer agent training days across the year, providing one-to-one training on the products and packages we offer. We also host an ‘unlock the magic’ day once a year, where we invite the trade to spend the day and familiarise themselves with the attractions along with revealing any exclusive news on upcoming events.” merlinentertainments.biz