SC MSPS MARKETING & COMMUNICATION SRL - Divertiland Launch 2013
Category: Best Native Advertising Campaign/Project
Year / Domain / Status: 2014 / Entertainment and the media / Participant
The key was to position Divertiland as the summer Destination for people living in Bucharest and other cities in proximity. Why stay in malls, suffer on the highway jammed traffic as you return from the seaside or get bored at terraces when Divertiland has the recipe for an exiting summer? Target: people in Bucharest, Arges (Pitesti), Ilfov, Giurgiu, Calarasi, Ialomita (Slobozia), Dambovita (Targoviste), families with children, but also youngsters, with medium to high income. USPs: the only wave pool in Bucharest, the cleanest water (white pools which show the purity of the water), the longest lazy river attraction in Romania, 22 unique slides, the only bungee dome in Romania, dedicated kids areas, VIP areas. All in all, the premium experience of entertainment at Divertiland. Competition: Aqua Magic Mamaia, open in 2003 and Water Park Otopeni, open in 2004, with high awareness.Execution:
Being the first year of Divertiland being open, people needed to be attracted not only through an engaging experience in the location, but also in the on-line and social media to have their curiosity stirred. What may look as an extensive campaign was actually done within a limited budget. We consider that optimizing and updating the website almost every day, creating interactivity on the Facebook page and generating word of mouth through PR is what really paid off. Employed media: - TV and Radio to ensure fast growing awareness; - OOH campaign to work as reminders throughout the city and as directional banners in the area of Militari; - On-line: developed the websites (www.divertiland.ro, as the main website, www.divertilandx.ro and ribstone.ro). The main webpage was always updated with information and photos, on-line ticketing details and description of the attractions and facilities; - Facebook (/DivertilandPark): to create a community to share their excitement and validate the quality of their experience to those who hadn't had visited the park yet at that time. - Youtube channel (DivertilandPark): fed with dynamic and relevant video content created in the location using not only a shooting crew, but also go pro cameras and drones. - PR to address the key opinion leaders, generate news and word of mouth: more posts on Facebook, many blog posts and celebrities at Divertiland. - BTL by creating activities in the location to boost entertainment.