Fairground safety firm takes ideas overseas
A SUNDERLAND business responsible for the health and safety of over 7,000 fairground and theme park rides and attractions in the UK is gaining international recognition as a best practice framework in regions including the Middle East, after seeking help from North East marketing specialists, Pulse Creative Marketing.
The Amusement Device Inspection Procedures Scheme (ADIPS), which was set up in 2003 to work alongside the Health and Safety Executive in providing safety certification for the fairground industry, has tapped into the expertise of fellow Wearside business Pulse Creative Marketing to market itself in the UK and, more recently, to promote its messages in overseas markets.
ADIPS administers the safety scheme which covers a series of steps and checks, similar to a vehicle MOT, designed to ensure the health and safety of fairground attractions from design through to disposal.
Over the past 10 years ADIPS has gained a successful track record for reducing accidents on fairgrounds in the UK, from 304 in the 2002 season to fewer than 100 per year in recent years. The company’s general manager Luke Ditchburn is now being called upon to pass on his experience of fairground safety standards to overseas markets where no such safety framework exists. The system has already been adopted as far afield as Singapore and the company is now making inroads into Middle Eastern markets, having been asked to speak at The Dubai Entertainment, Amusement and Leisure Expo (DEAL) earlier in the year, with a follow-up trip planned over the coming weeks.
Luke said: “Amusement park safety in the Middle East has attracted the attention of authorities following a couple of high profile accidents this year. The market in the Middle East is fragmented, with the maintenance and inspection of rides being carried out to a variety of standards.”
“These safety issues have attracted the attention of the authorities and so the Middle East Safety Forum is now looking to promote and standardise safe practice. ADIPS were approached to advise and share their experiences of the implementation of a safety framework for the industry.”
Pulse has been instrumental in developing ADIPS’ branding and a range of marketing materials including a company brochure. Pulse also helped secure funding towards the cost of the marketing activity allowing ADIPS to put in place an ongoing campaign.
Luke added: “Marketing is really important to ADIPS as the audience is so broad; it not only includes the end user of a ride but the operators and other stakeholders such as government officials. Now we’re advising on safety in overseas markets, it’s more important than ever that we get this right. Pulse has grasped our goals from day one and has helped to steer the ADIPS frameworks forward. To sell the benefits of ADIPS we also have to highlight the risks and this has to be managed sensitively. The support from Pulse has delivered on all counts to help ADIPS develop both nationally and internationally as a hallmark of fairground and amusement park safety.”
ADIPS employs two members of staff from its North East BIC base and utilises a number of external consultants and inspectors. The company is responsible for over 7,000 certified rides in the UK, ranging from small roundabout type rides through to large, looping rollercoasters and the London Eye.
ADIPS is funding two UK experts to assist in the drafting of a new international standard for amusement park safety. The standard, due for publication in 2015, will have a strong resemblance to the safety framework adopted throughout the UK which will help to promote ADIPS as a robust system that can form a core part of any national regulatory framework for fairgrounds and amusement parks.
Paul Finch, manager at Pulse, whose portfolio of services includes design and print, strategic marketing and web design, said: “ADIPS is a really interesting business that has captured a real niche in regulating health and safety in the fairground and theme park rides. It’s been challenging but extremely rewarding to work with Luke as he takes his experience of developing a successful framework in the UK overseas. I look forward to working with the business as it continues to gain recognition on an international stage. The company’s potential is vast.”
For more information about ADIPS visit the website: www.adips.co.uk
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