PW SEPT08 P5.qxd 8/18/08 1:32 pm Page 5
Front Gate
www.parkworld-online.com
BigQuestion
Figures
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Will "below the line" marketing (blogs, cell phones, etc)
ever replace traditional media?
50of Fun
20
38
41
Frank O'Connell, Hersheypark, USA: Not entirely. There will always be a
certain percentage of the population that we will need to reach with traditional
6
advertising. We continue to see tremendous success with our standard approach,
however, we continue to integrate new technologies into our overall mix.
million – average annual
attendance at Munich Oktoberfest
Tony Sze, Chimelong Resort, China: We use some short during its 16-day run
message services (SMS) with people’s mobile phones, and we have a
pretty good internet profile, in fact there are some team members in the marketing
department whose full time job is to update our internet. This gives us wide penetration 75
among the young people, and it’s certainly much cheaper than TV, but I don’t think it will
dollars – standard cost of a one-
ever replace newspapers or television.
day adult admission to each Walt
Mario O Mamon, Enchanted Kingdom, Philippines: I think
Disney World or Universal
the really big parks will still continue to use the traditional channels, but for a budget
Orlando park following the
conscious operation like ours it makes sense to extend our marketing through Web 2.0 and second price rise in 12 months
penetrating social networks. A lot of our attendance comes from group sales and this is a
good way to recruit them, while at the same time building up a database of individual guest
likes and dislikes. The web allows us to be very targeted. The Philippines is also the text 65,000
capital of the world, so we have experimented with some SMS promotions.
number of marine animals at the
Anthony Catanoso, Steel Pier, USA: It will never replace it. It will add to it and offer
new Atlantis resort in Dubai, which
some inexpensive exposure. We have not participated in it voluntarily, but I know we are
opens this month (September)
out there in some of them. In the last two years we have concentrated heavily on the
traditional online digital market.
150,000
Tom Mehrman, Ocean Park, Hong Kong: Ocean Park is pounds sterling – cost to make a
an experience for everyone. As a result, we use the media
new wax portrait at Madame
channels that are most relevant to the market we are attempting
Tussauds
to serve. The media cited above reaches a very niche market, but this can be
indispensable for us to promote certain seasonal events, such as our Halloween
Bash. As Halloween is a predominantly teen and young adult market, we will go
238,000
where they get their news and manage their information, which is not through the
mass media. I envisage a time in the very near future when we will use the internet
pounds – amount of laundry
and relative channels (interactive website banners, blogs, video streaming, SMS etc) almost exclusively to
washed each a day at Walt
reach these target markets. However, we will always rely on some above the line mass media to
Disney World, Florida
effectively reach out to the wide demographics of our potential audiences, until such a time as the
decision makers for all generations are getting their news and information exclusively from below-the-
Figures by Economics Research Associates
line sources.
(ERA).
www.econres.com
Ups &
Somber Summer - Over
Water Pain! - With power knocked out by
adventurous patrons at parks in
Downs
Hurricane Dolly, Schlitterbahn Beach
Georgia (Six Flags Over Georgia)
waterpark on South Padre Island, Texas, had
and New Jersey (Casino Pier) helped
to remain closed for a full week recently –
add to an accident tally recently that
right in the middle of peak season
also included ride malfunctions in
Sweden (Liseberg) and Denmark
(Tivoili Friheden)
Doh! Wonder - The Simpsons Ride
Oh Baby! - A 21-year-old New
at Universal Studios Orlando
York woman gave birth In July just
surpassed one million riders in its first Work Hard, Play Hard - After this
20 minutes into a visit to Sesame
two months, reaching the milestone month’s EAS at Munich Oktoberfest,
Place in Pennsylvania. Mother,
faster than any ride in the park's IAAPA plans to hold trade shows next
child and family were presented
history year in Amsterdam and Las Vegas.
with a season pass to the park
Mixing business with pleasure has
through until 2009
never been so
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