This page contains a Flash digital edition of a book.
Front Gate www.parkworld-online.com


BigQuestion


What are the most effective media channels to reach young guests?


Dale Kaetzel, Six Flags Discovery Kingdom, USA: It takes the proper mix of social media and the traditional methods of TV and radio. There's no single outlet. Most important is word of mouth and then showing friends and family a good time while they are in the park.


Mark Bainbridge, Lightwater Valley, UK: Television advertising remains the most high impact tool at our disposal and works most effectively in concentrated campaigns, while radio sponsorships are a great way to supplement these “bursts” with longer-term awareness. As regional and local newspaper circulations continue to decline, the smart money is moving online with handheld and location-based social media such as Foursquare and Facebook Places offering real-time customer rewards. All other media campaigns (TV, radio, press) drive traffic to not only to our website, but also our social media channels. Indeed, Facebook, Twitter and YouTube provide excellent platforms from which to personalise our brand and, in conjunction with regular blogs, e-shots and viral campaigns, to encourage interaction and user-generated content. So, with television advertising providing the visibility and social media providing compelling content, an integrated campaign across both media platforms is the most effective way to appeal to young guests.


Adrian Jones, Legoland Florida (opening October 2011): In our vast experience, we’ve found that Legoland’s key demographic – families with children ages 2-12 – still receives the majority of its information through traditional channels. Television, newspapers, magazines and radio outlets give us our greatest return on investment.Of course, with the emergence of the digital age, we see the value in reaching our guests online as well. Additionally, we are also in the unique position as a Lego entity.This gives us the opportunity to communicate with the extensive Lego fanbase through the Lego Club – a hugely successful network of devoted fans.


Ups & Downs


Figures of Fun


5.2


million – attendance at Hong Kong Disneyland in last fiscal year (to September 2010) – a new record


80


per cent – increase in visitors from India to Hong Kong Disneyland during last fiscal year


495,000


Toverland's 2010 attendance. Snow in December stopped the Dutch park reaching the magic half-million


1,000,000


Gimme Two - A 26-year-old worker lost three fingers while inspecting the “Towner Hacker” ride at the Tokyo Dome


Lotte Jobs - The Lotte Group aims to tackle youth unemployment in Seoul, South Korea, by almost doubling recruitment at its retail and entertainment outlets, including Lotte World theme park


sales of “Butterbeer” (as of January 6) at Wizarding World of Harry Potter at Universal Resort Orlando


Tivoli Casino - Tivoli is to open a casino in its Hans Christian Andersen castle in 2012. Let’s hope it doesn’t ruin the Copenhagen park’s family image


1,000,000,000 US dollars – revenue at Six Flags


Entertainment amusement parks in the United States (as of November 2010)


Produced in association with AECOM Economics. www.aecom.com/economics


FEBRUARY 2011


5


24 26 28 50


32 20 3841


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44