Sunderland fairground safety firm pursue overseas growth

A firm of Sunderland-based fairground safety specialists are making waves in overseas markets, including the Middle East and Singapore, after working with a team of regional marketers.

The Amusement Device Inspection Procedures Scheme (ADIPS) covers a series of checks, similar to a vehicle MOT, to ensure health and safety standards of fairground attactions, from design through to disposal.

The North East Business and Innovation Centre-based outfit has worked with the Health and Safety Executive to provide certification to the industry, and now their activity with Pulse Creative Marketing means they are becoming recognised for their international best practice framework.

General manager Luke Ditchburn 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 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 is due for publication in 2015.

Paul Finch, marketing 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.”