Campaign duration: May 2013 - September 2013.
Divertiland was launched in the summer of 2013, at the exit of Militari, on Bucuresti-Pitesti highway, built on 42.000 sqm. In general terms, Divertiland is an aqua park, but given all the other attractions: restaurants, bars, bungee dome, concerts, paintball etc, it had to be positioned as an entertainment park.
Given the high investments in quality facilities for cleaning the water and maintaining the entire location safe and clean, but also hiring only the best professionals as lifeguards, surfing trainers, entertainers etc, Divertiland needed to attract the target that would appreciate the quality and return during the summer.
For the launch of the park, the first season had to attract at least 2500 people during hot days, during weekends. There is always care for not gathering bigger crowds than the capacity of the park, since a premium experience is one that is both fun and relaxing.
We were challenged to think of strategies to gain awareness fast, create the right positioning, create all communication materials & media strategies, bring in premium people, create experiences to remember, feed the Facebook page and the website.
General Information:
Strategy: 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.
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