Creating a
lasting impression
From television advertisements to branded take-home merchandise, the world theme park and attractions industry has always been one step ahead of the game when it comes to cross- promotional activities and innovative marketing methods. Now, as the digital revolution continues to grow at a rapid pace, Adrian Lennox takes a closer look at the subtle - and not so subtle - marketing techniques currently flooding the market
ANYONE who has visited a theme park over the last 40 years will understand the sheer power of the rides, attractions and brands contained within leisure venues. From all-pervasive environments and characters such as those conjured up in any one of Disney’s sprawling resorts to the individual worlds and atmospheres created within the latest themed rides, the marketing possibilities are almost endless. Physical, analogue marketing methods were quickly
adopted by theme parks even before the advertising boom in the late 1950s, as operators sought to capitalise on branded take-home merchandise and, later, branded perishable items such as confectionery, food and beverages. Technological advances in the photography sector soon led to what is often considered a game-changer in long-lasting theme park marketing initiatives, as operators, particularly in the mid- to late-1980s, started to install quick-printing systems that allowed park visitors to take home images of themselves,
their
friends and family sat aboard the latest thrill ride - be it a log flume, a roller coaster or a “scare” attraction. Crucially, many parks began to realise the benefits of inserting a simple
48 InterPark May-June 2011
logo onto the photographs, which were often housed inside a branded wallet or envelope. This not only provided a tough weather ride)
(and resistant
packaging, but it also ensured that the park’s valued brand would last for years, in addition to being seen by all those with whom the visitor chooses to share their exhilarating experience. Of course, the advent of cheaper, more accessible digital technologies eventually opened up the possibility of being able to provide customers with branded DVDs that trace the entire journey of the ride. However, taking this one step further, Dutch ride photography systems group Image+ Digital recently introduced its latest 3D photo system at Attraction Park Slagharen in its domestic market. “The development of this 3D photo system started a few years back when Philips introduced their 3D WowX monitors to the market,” explained the company’s Jan Bijl. “The quality of these 3D monitors was such an improvement compared to the other available monitors on the market that we decided to take 3D photography seriously. The biggest advantage of these Philips monitors is that you can see the 3D effect on the monitors without the use of any glasses. “Visitors are photographed with a custom made 3D
camera and within seconds these photos are converted into a 3D image and shown on the 3D Philips monitors. Printing is done on a specialised printer, making it possible to print photos with 3D experience within minutes.” The project, called 3D for Fun, is a co-operation between Image+ Digital and two science centres in the Netherlands
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