The Story:

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, MAG were appointed to help achieve exponential growth in UK and Irish visitors to PortAventura in 2017. To achieve this growth MAG therefore 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.

The Strategy:

MAG positioned their offering in a different light to other theme parks advertising in the UK market, to ensure a strong point of difference. 

The core objectives then 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. 

• Create optimum results and performance in the UK/Irish market.

The campaign target Audience was families with children up to 16 years,  young people without children, Adults from 25 to 59 years & Ferrari fans. 90% of campaign activity ran over a two-month in the spring, and  this period was vital to maintain presence and build frequency to carry it through the rest of the summer season, considering the advance booking trends and seasonality of booking.