THE BIG MARKETING DEBATE

Transcription

1 EURO ATTRACTIONS SHOW 2018 THE BIG MARKETING DEBATE Moderator: Robert Arvidsson, Head of Marketing, Liseberg, Sweden Member of IAAPA EMEA Education sub-committee EURO ATTRACTIONS SHOW 2018,

2 Our speakers Robert Arvidsson, Head of Marketing, Liseberg, Sweden Tessa Maessen, Manager Communications, Theme Park Toverland, Netherlands Rosella Passier, Manager Marketing and Communication, Libéma, Netherlands

3 MARKETING IN REAL LIFE?

4 THE MARKETING LANDSCAPE Marketing has never been as exiting as now Many drivers is changing the scene Requires new perspectives, new ways of working and new solutions True customer understanding and insight is still key From ad campaign to guest experience-based eco-system

5 SO LET S GET INSPIRED!

6 EURO ATTRACTIONS SHOW 2018 Toverland The Big Expansion Tessa Maessen, manager communications, Theme park Toverland 26 September 2018 EURO ATTRACTIONS SHOW 2018,

7 Expansion Toverland Announcement September 2017: New entrance area New themed area Rides: B&M wing coaster, MACK Rides boatride Investment: 35 million Size: 7 hectares Opening: summer 2018 More information: 2018.toverland.com

8 2018.toverland.com (Sept. 17)

9 Themed area: Avalon (Sept. 17)

10 New corporate identity (Dec. 17)

11 Entrance area: Port Laguna (Jan. 18)

12 Marketing goals 2018 Growth in visitor numbers Bringing the magic to life Strengthen the image of Toverland as a theme park for the whole family Growth in service area 1 to 2 hours

13 Challenges Possible visitor procrastination in the period before the opening of the expansion Many different messages: focus on wing coaster Fenix, with underlying the magic of Toverland

14 Communication fans & visitors 2018.toverland.com (Sept. 17 July 18) Teaser videos Fenix (Sept. Dec. 17) Making of series on YouTube (April July 18) Animation Port Laguna (June 18) Livestream VIP opening (5 July 18) In park communication: signage, brochures (incl. park map), booklet for schools, test seat Fenix Annual pass holders: exclusive CD

15 Target audience Primary target audience: Mothers with children in the age of 4-14 years Secondary target audience: Children/youth 8-12 years Youth years All: partly known and partly unknown with Toverland

16 Message Knowing: Toverland is bigger, but still accessible New: wing coaster Fenix (and boatride Merlin s Quest) Thinking: I want to discover this magical themed park (again) with the whole family Feeling: Family feeling, warmth, amazement, excitement, magic

17 How to reach them?

18 Media strategy Correct and smart targeting At the right time: When you hit them, hit them hard (June August 2018) With the right message On the right channels

19 Media campaign Mix: TV Radio Outdoor Print Online

20 Media campaign - online Search Display Social media (Facebook, Instagram, Snapchat) Retargeting YouTube Geofence Influencers Budgets differ per day / week in order to reach the right people at the right time. On basis of the results, campaigns are optimized.

21 Free publicity Goal: Bringing Port Laguna and Avalon as often as possible in the news through unpaid publicity. This in order to increase the awareness and likability of Toverland to create a good basis for the commercial communication. Strategy: Personal contact with journalists Organizing press conferences, tours at the construction site and a press opening Sending press releases (highlights and marketing actions)

22 Marketing actions

23 To Answer The Big Questions How much should you focus on digital marketing versus traditional media? How is social media developing? What should you do in-house, and what should you put on agencies to do? How should you develop your marketing team? How much should you trust emotional brand marketing versus tactical and sales-driven marketing?

24 AND NOW... EXPAND YOUR NETWORK Thank you! Tessa Maessen, Theme park Toverland 26 September 2018 CONTINUE YOUR JOURNEY ON IAAPA.ORG,

25 AND NOW... EXPAND YOUR NETWORK THANK YOU! Robert Arvidsson Rosella Passier Tessa Maessen CONTINUE YOUR JOURNEY ON IAAPA.ORG,