The Brand.
PortAventura World is the largest Mediterranean family destination resort, located just an hour away from Barcelona, Spain. It is the home of 3 parks, 5 themed hotels, 3 golf courses and a convention centre.
They had not undertaken any media activity within the UK for over 8 years, but in 2017 were keen to raise awareness of their attraction Ferrari Land to a UK and Republic of Ireland audience.
After an international competitive pitch, Media Agency Group were appointed to help achieve an exponential growth in UK and Irish visitors to PortAventura in 2017.
The Challenge.
We had to ensure that brand penetration was key in the UK and ROI, as PortAventura was not as well-known as it was in the rest of Europe.
We had to position the offering in a different light to other theme parks advertising in the UK market, to ensure a strong point of difference.
Our Objectives.
The core objectives were to strengthen PortAventura as an international tourist destination with the opening of Ferrari Land.
Create a multi-platform campaign with high coverage, visibility, affinity and notoriety.
Optimum results and performance in the UK/Irish market.
Target Audience was PRIMARY: families with children up to 16 years SECONDARY: Young people without children, Adults from 25 to 59 years & Ferrari fans.
The Strategy.
90% of activity ran over a two-month period (March and April).
Considering the advance booking trends and seasonality of booking - this period was vital to maintain presence and build frequency and carried through the rest of the summer season.
The strategy also included budget splits in line with population.
Given higher awareness of PortAventura World in ROI, a disproportionate spend in this region was unnecessary with the size of market and opportunity in UK.
+ Exposure
Whilst the campaign was running, the opening of Ferrari Land caught the attention of BBC News, therefore increasing exposure.
+ Search
During the campaign period, Google Searches increased exponentially for Ferrari Land.