Case Study
Ferrari Land

 
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Overview

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.

 
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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. 

 

The Results:

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Whilst the campaign was running, the opening of Ferrari Land caught the attention of BBC News, therefore increasing exposure.

 
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During the campaign period, Google Searches increased exponentially for Ferrari Land.