UK: Drayton Manor Setting the Course for the Future

Already since the beginning of this year, the signs at the British amusement park resort Drayton Manor have been pointing to change. In March 2022, Victoria Lynn took over the management of the resort, which is part of Looping Group, and some days later details of the new themed area “Vikings” were announced that was now opened at the end of May and features no less than four Viking-themed attractions: The re-designed Zamperla-Powered Coaster “Jormungandr”, the Disk’O Coaster “Thor” (photo), the NebulaZ “Loki” (both also by Zamperla) and the horse ride “Sleipnir” from Metallbau Emmeln. In April, the park also started its collaboration with e-commerce specialist Convious.

With the creation of a new brand image and logo in mid-May, Drayton Manor also recently announced a redefinition of its corporate values, including a stronger commitment to reducing waste, increasing energy efficiency, protecting green spaces and promoting animal welfare in the future.

Victoria Lynn said: “[…] The relaunch of the brand has been in the works for a long time, and so much thought, care and meticulous planning has gone into creating our new logo and values, which really bring to life who we are and why we exist, alongside solidifying our core principles and attitudes towards the care of our guests, and the sustainability of our business operations. It also frames the future direction of the resort perfectly, with a shift in focus over the coming years to capture a more diverse family thrill audience, with new rides, attractions and immersive experiences that cater to guests of all ages […].” (eap)