Brand activation and sampling at Theme Parks.
It may only be the first quarter of the year but spring is fast approaching. And that means that theme parks will soon be opening their gates to families and kids.
So why are theme parks such a great place to hold a brand activation or sampling campaign?
Let’s take a look at the benefits and negatives of brand activation at places like Legoland, Alton Towers, Drayton Manor, Chessington World of Adventures and others.
Brand activations at theme parks can be very beneficial to brands. They offer a highly engaging, immersive and targeted way to connect with consumers. But here’s a few reasons why:
Theme parks attract hundreds and thousands of visitors every day. For example Legoland has an average of between 7000 and 9000 daily customers across the year and more than 10,000 per day in peak season.
Brands get exposure to diverse audiences. Not only does this include families and children from all walks of life but different consumer segments and mindsets. So the opportunities really are huge to connect with the right type of consumer.
Theme park customers can spend hours and hours at the resorts. This creates and extended exposure to the brand activations. Unlike a busy high street, customers tend to be more relaxed. This means there’s more opportunity for engagement and higher dwell time. Which means more time with customers to tell them about the brand.
One down side to theme park activations can be the cost. Generally speaking the larger and more popular the theme park, the more expensive it will be. To give a typical example, a smaller less popular park will provide a day rate space for an activation from around £2500. For the bigger ones (with the TV adverts and the crazy rides) costs can be well in excess of £8000+ (some are £12,000 – £15,000 per day).
It’s 99% likely that yours will be the only brand on site on the day. This equates to the (often) high cost of the site space, so it makes sense that yours would be the only brand activation on that particular day. That means exclusive access to more than 7000 customers in a single day. And they’re all yours.
Theme parks create positive emotions. They’re fun, engaging and immersive. And that’s something consumers will associate with your brand. Brands that activate in these spaces benefit from higher consumer trust and engagement. Visitors are more likely to convert to brand customers if they have a great time at the park.
For brands, a theme park activation isn’t just about visibility – it’s about deep engagement in a high-energy, memorable environment that creates brand affinity and real consumer connections. We think for the right price and the right time of year, theme parks are a great platform for brand activation.
Would you like help planning a theme park brand activation strategy for your brand or clients? Get in touch.
