Suffolk: Pleasurewood Hills theme park unveils new look

THEME park Pleasurewood Hills has unveiled a new brand identity following its acquisition last year by French-based investment company Looping.

The �120,000 rebranding project involves a new logo, based on a roller- coaster track, promotional materials, merchandising, uniforms and signage as well as a new website due to go live shortly ahead of the park’s reopening for the new season on March 31.

Looping, which owns seven tourist attractions across Europe, has committed itself to investing a total of �3.5million into the park near Lowestoft over the next three years.

Alexis Camelin, general manager of Pleasurewood Hills, said: “The new brand identity and promotional campaigns that the public will soon see have been developed by a French creative agency called Projet Atlantique, who the Looping Group use as their lead agency across all their attractions.”

He added: “There has been a great deal of investment into the park’s infrastructure and rides – the new logo is just the beginning of what will be an exciting year for the park”.

Last October, Pleasurewood Hills announced that it had secured a 1.35million euro (�1.14m) investment from Looping to cover the first phase of improvements, including updating rides, landscaping, painting, outdoor terraces for the park’s restaurants, new queue lanes and new lighting for its Castle Theatre.

A total of five new attractions are planned for 2012, including a new “mega thrill” attraction to join the Laser Labyrinth which opened to last year.

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Water saving projects and tree planting to improve the park’s “green” credentials are also among the changes planned.