Atallah happy land park proposal

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Atallah happy land park proposal

  1. 1. 12010©Brackets All Rights Reserved
  2. 2. [Re-Launch Campaign 2010] March 20102010©Brackets All Rights Reserved
  3. 3. [RESEARCH] Dipstick Survey & Media Spending 32010©Brackets All Rights Reserved
  4. 4. [Dipstick Survey] The following survey is by no means scientific but was conducted to give a clue on consumer behavior concerning several fun and fun park related issues. We only interviewed or sent questionnaires to about 50 consumers from different backgrounds and social sectors in Jeddah. Most questions were multiple choice based and respondents were requested to choose up to 3 choices.4 2010©Brackets All Rights Reserved
  5. 5. [What does "entertainment" for you and your kids mean?] Other 3% TV, Movies, Music 16% Going to fun parks 25% Sit with the family 14% Going to Mall 19% Eating out 23%5 2010©Brackets All Rights Reserved
  6. 6. [What does the word "fun" mean to you and your family?] Other 7% Be with your friends Shopping 26% 19% Playing video games 8% Sports 17% Beach 23%6 2010©Brackets All Rights Reserved
  7. 7. [Name three top of mind brands of theme parks in Saudi Arabia] Others Shallal 24% 28% Chucke e Cheese 10% Jungle Land 16% Atallah 19% Al Hokair 3%7 2010©Brackets All Rights Reserved
  8. 8. [Who makes the first initiative to go to the theme park?] Other 7% Father 4% Mother 20% Kids 69%8 2010©Brackets All Rights Reserved
  9. 9. [What motivations trigger you into choosing the right theme park?] Other 2% Special offers 20% Number of rides 29% Food 12% Family surrounding 17% Security 20%9 2010©Brackets All Rights Reserved
  10. 10. [What are the top factors preventing you from visiting a theme park?] Other 6% Prices 22% Busy work/school schedules 25% Drive time 15% Availability of friends 9% Time of year 7% Wait times 16%10 2010©Brackets All Rights Reserved
  11. 11. [Which is the best fun park in Jeddah?] Bahairat al Qitar Al Amwaj 2% 2% Chuck e Cheese 11% Jungle Land 12% Shallal 50% Atallah 23%11 2010©Brackets All Rights Reserved
  12. 12. [Fun & Entertainment World] SPORTS FAMILY FUN SNACKS FRIENDS BRANDS TV MUSIC FREEDOM TECHNOLOGY2010©Brackets All Rights Reserved
  13. 13. [What other parks are spending]13 2010©Brackets All Rights Reserved
  14. 14. [Parks Spend in USD 2008-2009] $6,000,000.00 $5,294,539.60 $5,000,000.00 $4,000,000.00 $3,000,000.00 $2,000,000.00 $846,002.65 $1,000,000.00 $139,430.76 $65,224.15 $99,242.54 $- FUN TIME PARK ICE LAND JEDDAH AQUA PARK AL SHALLAL JUNGLE LAND14 2010©Brackets All Rights Reserved
  15. 15. [Parks Spend by Media - 2008] 3500 3000 2,878.577377 2500 Amount in ‘000 USD 2000 1500 1000 478.531276 500 163.291342 20.0025 0 MAGAZINE NEWSPAPER RADIO OUTDOOR15 2010©Brackets All Rights Reserved
  16. 16. [Parks Spend by Media - 2009] 3000 2,672.472951 2500 2000 Amount in ‘000 USD 1500 1000 500 270.64716 212.975 163.480699 2.667 0 TV MAGAZINE NEWSPAPER RADIO OUTDOOR16 2010©Brackets All Rights Reserved
  17. 17. [BRAND ATALLAH] Strategic Thinking17 2010©Brackets All Rights Reserved
  18. 18. [The truth of a story lies not in the facts, but in the meaning] Yiannis Gabriel18 2010©Brackets All Rights Reserved
  19. 19. [How can a fun park become enjoyable and meaningful for visitors?]19 2010©Brackets All Rights Reserved
  20. 20. Experience Finding Interaction Yourself Meaning Storytelling Personal Memories Narratives20 2010©Brackets All Rights Reserved
  21. 21. [New Brand Essence]21 2010©Brackets All Rights Reserved
  22. 22. Quirky Contagious Unexpected Uninhibited Fun Set Your Spirit Free Infectious Experience Release your playful side22 2010©Brackets All Rights Reserved
  23. 23. Physique Picture of the Sender Personality Internalization Externalization Relationship Culture Unexpected Entertainment Reflection Self Image Picture of the Recipient23 2010©Brackets All Rights Reserved
  24. 24. [Big Idea] Unexpected Entertainment Atallah reminds us of the fun we can get from, or bring to, any situation. It brings out our sense of infectious, spontaneous fun & reaffirms our own ability & potential to affect others by loosening up the world around us.24 2010©Brackets All Rights Reserved
  25. 25. [What Unexpected Entertainment is] Sign Memorable Spreadable Power RevolutionaryIts all about Spreading Fun & Being Memorable25 2010©Brackets All Rights Reserved
  26. 26. [Interpretation of Unexpected Entertainment] Lose your boundaries… Spontaneous playful expressions Fun… Fun & More Fun… Using various vehicles to loosen up Its Freedom of Expression…Its Contagious Freedom. Its Contagious Fun26 2010©Brackets All Rights Reserved
  27. 27. [Communication Way-forward] Emotional Functional • Loosen Up • Fun • Evolution • Fresh Look • Revolution • Next Dimension • Colorful World • Optimistic and safe • Spreadable Its Contagious… Its fun… Its colorful27 2010©Brackets All Rights Reserved
  28. 28. [2010 Communication Objectives] Re-stage brand Atallah by building relevance and connecting with core target consumers through a new communication platform / brand essence and new identity coupled with launch of a new better improved amusement Park in JEDDAH28 2010©Brackets All Rights Reserved
  29. 29. [A 360° Approach – Deliverables] TVC PR Press Unexpected Entertainment Event Outdoor Digital29 2010©Brackets All Rights Reserved
  30. 30. Brand Leadership Event 3rd Dimension Digital Management Total Solution Media Consultancy Public & Buying Relations30 2010©Brackets All Rights Reserved
  31. 31. [CREATIVE WORK] 312010©Brackets All Rights Reserved
  32. 32. [CONCEPT 1] [BRINGING BACK FUN & FAMILY TOGETHER] Teaser, Launch & Tactical Campaigns 322010©Brackets All Rights Reserved
  33. 33. [Rationale] Saudi families, our primary target audience is known for having very close-knit family bonding. The new generation is breaking away from the traditional ways to interact with each member of the family. Family gatherings are happening only on the occasions like Ramadan, Eid and marriages. Each member of the family has adopted their own way of entertainment. Very rarely you can find the family spending a quality time enjoying together. Atallah’s launch of the Happy Land again, brings back the reason to get fun and family together. It is ‘the’ place where people from all age groups can have fun together. Atallah has a variety of games, rides and attractions, which can entertain each and every member of the family. Caption: “Atallah Happy Land Park… Bringing back Family & Fun together!”33 2010©Brackets All Rights Reserved
  34. 34. [Phases & Media Vehicles] Atallah HappyLand Park Grand Re-Opening Pre-Launch Launch Tactical Press Ad 20x3 TV Press (Half Page) Megacom Press Ad (Full Page) Mupi Mupi Megacom Online Radio Mupi Online Radio SMS Online Mobile Truck SMS Leaflets Mobile34 2010©Brackets All Rights Reserved
  35. 35. [Teaser Campaign]35 2010©Brackets All Rights Reserved
  36. 36. 36 2010©Brackets All Rights Reserved Teaser
  37. 37. 37 2010©Brackets All Rights Reserved Teaser - Minisite
  38. 38. 38 2010©Brackets All Rights Reserved Teaser – Online Banners
  39. 39. 39 2010©Brackets All Rights Reserved Teaser - Newspaper
  40. 40. 40 2010©Brackets All Rights Reserved Teaser - Mupi
  41. 41. 41 2010©Brackets All Rights Reserved Teaser - Megacom
  42. 42. 42 2010©Brackets All Rights Reserved Teaser – Mobile Trucks
  43. 43. [Launch Campaign]43 2010©Brackets All Rights Reserved
  44. 44. 44 2010©Brackets All Rights Reserved Launch Campaign
  45. 45. 45 2010©Brackets All Rights Reserved Launch Campaign
  46. 46. 46 2010©Brackets All Rights Reserved Launch Campaign – Mobile Trucks
  47. 47. 47 2010©Brackets All Rights Reserved Launch Campaign – Megacom
  48. 48. 48 2010©Brackets All Rights Reserved Launch Campaign – Mupi
  49. 49. [Tactical Campaign]49 2010©Brackets All Rights Reserved
  50. 50. 50 2010©Brackets All Rights Reserved Tactical Campaign
  51. 51. 51 2010©Brackets All Rights Reserved Tactical Campaign – Newspaper & Mupi
  52. 52. 52 2010©Brackets All Rights Reserved Tactical Campaign – Newspaper & Mupi
  53. 53. 53 2010©Brackets All Rights Reserved Tactical Campaign – Newspaper & Mupi
  54. 54. 54 2010©Brackets All Rights Reserved Tactical Campaign – Newspaper & Mupi
  55. 55. [Costing – Creative & Artwork]55 2010©Brackets All Rights Reserved
  56. 56. Phase 1: Pre Launch CampaignMain Concept Unit Cost in SAR No. of Designs TotalWin free treats for you and your family 25,000.00 1 25,000.00Applications Unit Cost in SAR No. of Designs TotalPress Ad 20x3 col 3,000.00 1 3,000.00Megacom 5,000.00 1 5,000.00Mupi 3,000.00 1 3,000.00Radio Copy 5,000.00 1 5,000.00Online Banner 2,000.00 8 16,000.00SMS copy 1,500.00 2 3,000.00Mobile Truck 3,000.00 1 3,000.00 Total Budget for Phase 1 SAR 63,000.00 Phase 2: Launch CampaignMain Concept Unit Cost in SAR No. of Designs TotalBring Family & Fun Together 25,000.00 1 25,000.00Applications Unit Cost in SAR No. of Designs TotalTV Commercials - 35" 10,000.00 1 10,000.00Press Ad - Full Page 6,000.00 1 6,000.00Megacom 5,000.00 1 5,000.00Mupi 3,000.00 1 3,000.00Radio Copy 5,000.00 1 5,000.00Online Banner 2,000.00 8 16,000.00SMS copy 1,500.00 1 1,500.00Leaflet A4 (Recto Verso) 4,500.00 1 4,500.00Press Kit (invitation, Gift pack, VIP gifts) 10,000.00 1 10,000.00Mobile Truck 3,000.00 1 3,000.00 Total Budget for Phase 2 SAR 89,000.00 Phase 3: Tactical CampaignMain Concept Unit Cost in SAR No. of Designs TotalAtallah Offerings 0.00 0 0.00Applications Unit Cost in SAR No. of Designs TotalPress Ad - half page 4,000.00 4 16,000.00Mupi 3,000.00 4 12,000.00Online Banner 2,000.00 8 16,000.00 Total Budget for Phase 3 SAR 44,000.00 56 2010©Brackets All Rights Reserved Overall Budget for All Phases SAR 196,000.00
  57. 57. [Selection & Costing – Media Plan] •The media plan does not include any TV airtime booking and cost •It also does not include the cost of radio and TVC production which will be charged separately as invoiced and with a 15% Agency Management Fee.57 2010©Brackets All Rights Reserved
  58. 58. [Media Selection] • Okaz (top rank 22% readership and highest circulation Kingdom wide) has more affinity towards Locals and Arab Expats in KSA followed by Al Riyadh(14.4% mainly in Riyadh) , Al Watan (13.8% readership and 2nd highest circulation Kingdom wide), Arriyadiah & Asharq Al Awsat • Family magazines such as Sayidaty ( top ranked with 17.8% readership and circulation) and Laha ( 9.4% and 2nd rank in circulation) have high rating towards Locals & Arabs • MBC FM has top listernership with 39.8%. Prime time for radio are in the morning and evening during drive time. • Outdoor ( megacom and mupis) have highest recall rates. 70% of outdoor is noticed, 63% of which is read entirely. It is Uninterrupted, around the clock exposure and the most cost effective media.58 2010©Brackets All Rights Reserved
  59. 59. SIZE CM X CL TYPE TITLE SIZE LOADING % POSITION INSERTIONS RC COST (SR) DISC. % TOTALRC (SR) TOTAL NET (SR) CM X COL SR Full Page Color Okaz Full Page Color 53 X 8 10 240 Inside Pages 1 111,936 25% 111,936 83,952 Al Watan Full Page Color 52 X 8 15 215 Inside Pages 1 102,856 20% 102,856 82,285 Half Page Color NEWSPAPER Okaz Full Page Color 26.5 X 8 240 Inside Pages 4 50,880 25% 203,520 152,640 Al Watan Full Page Color 26 X 8 215 Inside Pages 4 44,720 20% 178,880 143,104 20X3 Color Okaz 20X3 Color 20 X 3 360 Front Page 1 21,600 25% 21,600 16,200 Al Riyadh 20X3 Color 20 X 3 360 Front Page 1 21,600 25% 21,600 16,200 Al Watan 20X3 Color 20 X 3 310 Front Page 1 21,000 20% 21,000 16,800 13 374,592 661,392 511,181 Full Page Color MAGAZINE Sayidaty FULL PAGE COLOR INSIDE PAGE 1 34,604 20% 34,604 27,683 Laha FULL PAGE COLOR INSIDE PAGE 1 29,950 15% 29,950 25,458 Basim FULL PAGE COLOR INSIDE PAGE 1 9,800 20% 9,800 7,840 3 74,354 74,354 60,981 MBC - FM RADIO Afternoon 14:00 - 16:00 15 - Sec FIXED HOURS 20 1,714 7% 34,280 31,880 Evening Drive 17:00 - 00:00 15 - Sec FIXED HOURS 100 1,964 7% 196,400 182,652 Note: Fixed Every One Hour 120 3,678 230,680 214,532 Megacom Jeddah 2 Weeks 400 X 300 Cms INSIDE CITY 60 320,000 320,000 320,000 Printing / Production 2 Visuals Only 2 79,300 79,300 79,300 TOTAL Megacom 60 399,300 399,300 399,300 Mupi OUTDOOR Jeddah 2 Weeks 120 X 180 Cms INSIDE CITY 160 240,000 240,000 240,000 Printing / Production 6 Visuals Only 6 63,000 63,000 63,000 TOTAL MUPI 160 303,000 303,000 303,000 TRUCK ADVERTISING Jeddah Front Size H 1.2M X W 1.5M Back Size H 2M X W 1.8M Sides Size H 2M X W 3M 2 TRUCKS INSIDE CITY/CAMPAIGN 2 35,000 30% 70,000 49,000 Printing / Production 1 Visual Per Campaign 2 5,000 10,000 10,000 Total Truck 4 40,000 80,000 59,000 SMS SMS Kingdom Wide QTY 1,000,000 Mobiles 1 120,000 15% 120,000 102,000 1 120,000 120,000 102,000 TOTAL 357 1,314,924 1,868,726 1,649,994 Total Plan Cost 1,868,726 1,649,994Note: 100% Advance Payment Agency Fee 10% 164,999 2010©Brackets All Rights Reserved Total Billable Cost SR 1,814,993
  60. 60. [CONCEPT 2] [MORE TO LIFE] Teaser, Launch & Tactical Campaigns 602010©Brackets All Rights Reserved
  61. 61. [Rationale] Our target audience is the whole family who is looking for an opportunity to spend quality time together having fun. It could be during school breaks, weekends and vacations like Ramadan and Hajj. The avenues for having uninterrupted fun along with the family is limited in the city. Atallah has a reputation for giving value for money as well as giving its customer access to a secure family outing. After Atallah closed down for a certain period, the customers have lost the main source of outdoor thrills and excitement. We are trying to convey to the audience that happy days are back again. Members of the family do not have to invent ways to amuse themselves. The teaser ads will have scenarios where we see each member of the family trying to invent and create alternate means of excitement in order to amuse himself. Follow up to the Launch campaign, each Ad will talk about USP’s Atallah has to offer compared to its competitor. Atallah is offering more in every aspect… More rides, More excitement, More security, More value for money, More freedom, More to life!61 2010©Brackets All Rights Reserved
  62. 62. [Phases & Media Vehicles] Atallah HappyLand Park Grand Re-Opening Pre-Launch Launch Tactical TV ( 15 sec) TV ( 30 sec) Press (Half Page) Press Ad 20x3 Press Ad (Half Page) Mupi Mupi Megacom Radio Radio Mupi Online Online Radio Online SMS Leaflets62 2010©Brackets All Rights Reserved
  63. 63. [Teaser Campaign]63 2010©Brackets All Rights Reserved
  64. 64. 64 2010©Brackets All Rights Reserved Teaser
  65. 65. 65 2010©Brackets All Rights Reserved Teaser – Mupi
  66. 66. 66 2010©Brackets All Rights Reserved Teaser
  67. 67. 67 2010©Brackets All Rights Reserved Teaser – Mupi
  68. 68. [Launch Campaign]68 2010©Brackets All Rights Reserved
  69. 69. 69 2010©Brackets All Rights Reserved Launch Campaign
  70. 70. 70 2010©Brackets All Rights Reserved Launch - Mobile Trucks
  71. 71. 71 2010©Brackets All Rights Reserved Launch - Newspaper Ad
  72. 72. 72 2010©Brackets All Rights Reserved Launch - Megacom
  73. 73. [Tactical Campaign]73 2010©Brackets All Rights Reserved
  74. 74. 74 2010©Brackets All Rights Reserved Tactical Campaign - Surprises
  75. 75. 75 2010©Brackets All Rights Reserved Tactical Campaign - Rides
  76. 76. 76 2010©Brackets All Rights Reserved Tactical Campaign - Safety
  77. 77. 77 2010©Brackets All Rights Reserved Tactical Campaign - Safety
  78. 78. [Follow Up / Maintenance Ads] This will include seasonal campaigns and may be divided into: • Promotions/offers • New Ride Announcements • Ladies Night • Ramadan Offers • Holiday Offers78 2010©Brackets All Rights Reserved
  79. 79. 79 2010©Brackets All Rights Reserved Maintenance Campaign- Ladies Night
  80. 80. 80 2010©Brackets All Rights Reserved Maintenance Campaign- Ladies Night
  81. 81. 81 2010©Brackets All Rights Reserved Maintenance Campaign- New Rides
  82. 82. 82 2010©Brackets All Rights Reserved Maintenance Campaign- New Rides
  83. 83. [Gift Items]83 2010©Brackets All Rights Reserved
  84. 84. 84 2010©Brackets All Rights Reserved Mugs
  85. 85. 85 2010©Brackets All Rights Reserved Mascot Toy
  86. 86. 86 2010©Brackets All Rights Reserved Mascot Key Chain USB
  87. 87. [Costing – Creative & Artwork]87 2010©Brackets All Rights Reserved
  88. 88. Phase 1: Pre Launch CampaignMain Concept Unit Cost in SAR No. of Designs TotalMore - Teaser 25,000.00 1 25,000.00Applications Unit Cost in SAR No. of Designs TotalTV Commercials - 15" 10,000.00 3 30,000.00Press Ad 20x3 col 3,000.00 3 9,000.00Mupi 3,000.00 3 9,000.00Radio Copy 5,000.00 1 5,000.00Online Banner 2,000.00 8 16,000.00 Total Budget for Phase 1 SAR 94,000.00Phase 2: Launch CampaignMain Concept Unit Cost in SAR No. of Designs TotalMore - Reveal 0.00 0 0.00Applications Unit Cost in SAR No. of Designs TotalTV Commercials - 35" 10,000.00 1 10,000.00Press Ad - Half Page 4,000.00 4 16,000.00Megacom 5,000.00 4 20,000.00Mupi 3,000.00 4 12,000.00Radio Copy 5,000.00 1 5,000.00Online Banner 2,000.00 8 16,000.00SMS copy 1,500.00 1 1,500.00Leaflet A4 (Recto Verso) 4,500.00 1 4,500.00Press Kit (invitation, Gift pack, VIP gifts) 10,000.00 1 10,000.00 Total Budget for Phase 2 SAR 95,000.00Phase 3: Tactical CampaignMain Concept Unit Cost in SAR No. of Designs TotalAtallah Offerings 0.00 0 0.00Applications Unit Cost in SAR No. of Designs TotalPress Ad - Half Page 4,000.00 4 16,000.00Mupi 3,000.00 4 12,000.00Radio Copy 5,000.00 4 20,000.00Online Banner 2,000.00 8 16,000.00 Total Budget for Phase 3 SAR 64,000.00 2010©Brackets All Rights Reserved Overall Budget for All Phases SAR 253,000.00
  89. 89. [Media Plan] •The media plan does not include any TV airtime booking and cost •It also does not include the cost of radio and TVC production which will be charged separately as invoiced and with a 15% Agency Management Fee.89 2010©Brackets All Rights Reserved
  90. 90. SIZE CM X CL TYPE TITLE SIZE LOADING % POSITION INSERTIONS RC COST (SR) DISC. % TOTALRC (SR) TOTAL NET (SR) CM X COL (SR) Half Page Color Okaz Full Page Color 26.5 X 8 240 Inside Pages 4 50,880 25% 203,520 152,640 Al Watan Full Page Color 26 X 8 215 Inside Pages 4 44,720 20% 178,880 143,104 NEWSPAPERS 20X3 Color Okaz 20X3 Color 20 X 3 360 Front Page 2 21,600 25% 43,200 32,400 Al Riyadh 20X3 Color 20 X 3 360 Front Page 2 21,600 25% 43,200 32,400 Al Watan 20X3 Color 20 X 3 310 Front Page 2 21,000 20% 42,000 33,600 14 159,800 510,800 394,144 Full Page Color MAGAZINE Sayidaty FULL PAGE COLOR INSIDE PAGE 1 34,604 20% 34,604 27,683 Laha FULL PAGE COLOR INSIDE PAGE 1 29,950 15% 29,950 25,458 Basim FULL PAGE COLOR INSIDE PAGE 1 9,800 20% 9,800 7,840 3 74,354 74,354 60,981 MBC - FM RADIO Afternoon 14:00 - 16:00 15 - Sec FIXED HOURS 20 1,714 7% 34,280 31,880 Evening Drive 17:00 - 00:00 15 - Sec FIXED HOURS 100 1,964 7% 196,400 182,652 Note: Fixed Every One Hour 120 3,678 230,680 214,532 Megacom Jeddah 2 Weeks 400 X 300 Cms INSIDE CITY 60 320,000 320,000 320,000 Printing / Production 2 Visuals Only 2 79,300 79,300 79,300 TOTAL Megacom 60 399,300 399,300 399,300 Mupi OUTDOOR Jeddah 2 Weeks 120 X 180 Cms INSIDE CITY 160 240,000 240,000 240,000 Printing / Production 6 Visuals Only 6 63,000 63,000 63,000 TOTAL MUPI 160 303,000 303,000 303,000 TRUCK ADVERTISING Jeddah Front H 1.2M X W 1.5M Back H 2M X W 1.8M Sides H 2M X W 3M 2 TRUCKS INSIDE CITY /CAMPAIGN 2 35,000 30% 70,000 49,000 Printing / Production 1 Visual Per Campaign 2 5,000 10,000 10,000 Total Truck 4 40,000 80,000 59,000 SMS SMS Kingdom Wide QTY 1,000,000 Mobiles 1 120,000 15% 120,000 102,000 1 120,000 120,000 102,000 TOTAL 358 1,100,132 1,718,134 1,532,957 Total Plan Cost 1,718,134 1,532,957Note: 100% Advance payment Agency Fee 10% 153,296 2010©Brackets All Rights Reserved Total Billable Cost SR 1,686,253
  91. 91. [RADIO] 912010©Brackets All Rights Reserved
  92. 92. [Synopsis & Rationale] • The idea behind the radio scripts is to make our messages more convincing and believable. The scripts will include testimonials from family members who would give their candid remark about their experiences at the park. People have been associated to the Atallah Happy Land Park for years together. They recall fond memories of their childhood, related to the park. • Thus we are creating spots where a Radio presenter is taking first hand feedback from families who are enjoying at the newly opened Atallah Happy land Park. Each script will emphasize the plus points stressing upon emotional ties to the brand. There’s a feeling of nostalgia and happiness to come back to the Happy Land, where he once enjoyed as a child. One Family talks about the safety for their children. One father will be talking about the variety of attractions for every member of the family. The other can talk about better and more fun rides than other parks in Jeddah.92 2010©Brackets All Rights Reserved
  93. 93. [Teaser] Voice Over: Introducing the latest entertainment in Jeddah! Experience the grand opening show with your family absolutely Free! Laser show, fire works, gifts and a program full of activities to entertain your whole family. Log on to www.fun2gether.com now! Get more info and be the first one to book your place. We are bringing back Fun and Family together!93 2010©Brackets All Rights Reserved
  94. 94. [Script] Sound Effects: Sound of Children and all the family members screaming in a fun filled atmosphere. Presenter: “Hello, Good evening everyone! I’m reporting live from Atallah Play land Park. The Park is open again with new rides and exciting offerings for all the family members. You can hear in the background noise and excitement from all the people who are enjoying themselves at Atallah. Let me ask this family who has just finished their ride on the Tornado. “So what brings you to Atallah? Father: I used to come to Atallah Happy Land myself as a child. So when I came to know that Atallah was opening again, I got my family and friends to enjoy the weekend here. Presenter: Let me ask your son. Which ride did you like the most? Son: I like the bumper cars the most but now, I want to try “Dance party” Presenter: What about your girls? What is their favorite? Girl: Pirata! Father, take me there please… Son: Come on Father, we want to go on another ride! Presenter: Sorry, before I could get some more news, the family has vanished into the crowd. It’s crazy here. People seem to be enjoying themselves everywhere. Everyone is happy! By the way, where are you? Wouldn’t your like to bring your family here and join in the excitement? VO: Atallah Happy Land Park… Bring back Fun & Family together!94 2010©Brackets All Rights Reserved
  95. 95. [TVC] 952010©Brackets All Rights Reserved
  96. 96. Open on a family ready to go out in the evening in their family car. Father asks his children about their plan for the evening. Small daughter replies with an excited face Son replies with a firm expression. VO: Father: So where do you all want to go? Small daughter: Train ride in the park. Son around 10 years: No! I want to go to Father: OK! Ice-skating! Father: OK! Eldest son shows interest in bowling. Mother questions and father replies Family enters Atallah Happy Land Park. Eldest son: If you are not going to a bowling Mother: Why are you saying OK to everyone? center, I’m not interested. Father: OK! We cannot visit all the places at once. Father: Just be happy, everything will be fine.96 2010©Brackets All Rights Reserved
  97. 97. Cut to small daughter enjoying her ride in aEveryone is amazed to see such lot it has to offer. train while her mother is watching her enjoy. Father is skating with 2 boys in a ring. Sound Effects & Music Sound Effects & Music Sound Effects & Music Father and the whole family excited to see The whole family resting in cafeteria eating the small boy hitting a perfect 10 score on a Father and mother are enjoying a ride on a their dinner together while the mascot is bowling alley giant wheel. performing some tricks for the children. Sound Effects & Music Sound Effects & Music Sound Effects & Music97 2010©Brackets All Rights Reserved
  98. 98. Cut to shots of 4D theatre show and Kid’s Long shot of giant wheel with colouredCut to shots of family watching dancing fountain. entertainment. illuminated lights dazzling at night. Sound Effects & Music Sound Effects & Music Giant Wheel morphs into Atallah logo. Atallah Logo appears. Sound Effects & Music Bringing back fun & Family together!98 2010©Brackets All Rights Reserved
  99. 99. Complete Atallah Logo with Super appears. Cut to children back in the car. Everyone shouts in chorus Sound Effects & Music Father asks, “Where do you want to go next “Atallah Happy Land!” week end?99 2010©Brackets All Rights Reserved
  100. 100. [CASTING & PHOTOGRAPHY] Press Ads & Outdoor 1002010©Brackets All Rights Reserved
  101. 101. [Casting & Photography Cost] Casting Concept 1 Concept 2 Description Quantity Rate/Day (SR) No of days Total (SR) No of days Total (SR) Female Model 2 3,500.00 2 14,000.00 1 7,000.00 Male Model 4 2,500.00 2 20,000.00 2 10,000.00 Kid Model 3 2,000.00 2 12,000.00 2 8,000.00 Security Guard 1 1,000.00 2 2,000.00 0 - Clown 2 800.00 2 3,200.00 0 - Total Casting Cost 51,200.00 25,000.00 Photography Concept 1 Concept 2 Description Quantity Rate/Day (SR) No of days Total (SR) No of days Total (SR) Photography 1 5,000.00 2 10,000.00 2 10,000.00 Total Photography Cost 10,000.00 10,000.00 Casting & Photography Cost 61,200.00 35,000.00 15% Agency Management Fee 9,180.00 5,250.00 Total Casting & Photography Cost 70,380.00 40,250.00101 2010©Brackets All Rights Reserved
  102. 102. [ONLINE –WEBSITE] 1022010©Brackets All Rights Reserved
  103. 103. [2009-The Year of Social Networking] • More than 350 million active users • The fastest growing demographic is those 35 years + General Growth 1 out of 7 use Facebook in KSA 14% of online population103 2010©Brackets All Rights Reserved
  104. 104. [2010 Trends]104 2010©Brackets All Rights Reserved
  105. 105. 105 2010©Brackets All Rights Reserved
  106. 106. [Objective of Digital Strategy] • Create awareness and hype of the newly renovated them park • Explain Safety of new rides • Acquire a large database of users • Increase traffic to website • Drive traffic to theme park (increase sales) • Design, Build and maintain the main Theme park website • Make use of Social media • Make sure the site is always optimized in terms of SEO (Search Engine Optimization) • To create capabilities to track marketing activities using Social CRM over time • To create loyal surfers and subscribers106 2010©Brackets All Rights Reserved
  107. 107. [Online Marketing] 1) Attract Visitors 4) Measure & 2) Convert Visitors Optimize To customers 3) Retain & Grow Customer107 2010©Brackets All Rights Reserved
  108. 108. [Scope of Work] Online Email advertising Communication creative management Maintenance & development Updates Social media activation Website Design Viral Activation Content Online PR and Development WoM and coordination Online Digital Scope of Reporting & Strategy Work Analysis Note: Does not include Media space only Strategy & Creative108 2010©Brackets All Rights Reserved
  109. 109. [Online Digital Strategy] • Consultation • Digital Creative strategy • Online Media Planning • Digital Strategic Planning 4 meetings/month + Task + Plans109 2010©Brackets All Rights Reserved
  110. 110. [Content Development] • Copywriting • Website Content development Arabic & English 20 A4 pages or (6,000 words) /month110 2010©Brackets All Rights Reserved
  111. 111. [Website design] • Web design • Web programming • Newsletter designs • Create & maintain iphone app • Database development • Maintenance & updates • Hosting & domain Scope above is for per /year. Continuous development of website in important to keep it always new111 2010©Brackets All Rights Reserved
  112. 112. [Online advertising creative development] • Campaign Creative • Micro site design & development • Interactive Flash Banners Unlimited banner size adaptations Scope above is for per/month112 2010©Brackets All Rights Reserved
  113. 113. [Email & SMS Communication management] • Email reminders • SMS reminders • Newsletters • Automated Mailers for registration • Testing and Updating • Maintenance 4 per month113 2010©Brackets All Rights Reserved
  114. 114. [Social media activation] • Onsite Search Engine optimization • Offsite Search Engine optimization • FaceBook Group • Facebook networking • Twitter • Blogs Updated 4 times month114 2010©Brackets All Rights Reserved
  115. 115. [Viral activation] • Viral campaign • Viral Game e.g (treasure hunt) • Viral Video Updated Once per month115 2010©Brackets All Rights Reserved
  116. 116. [Monitoring and Reporting] •Keeping an eye on the website traffic Daily •Google Web Analytics •Addthis Analytics •Server Logs •Email Newsletter Statistics •Reviewing the website statistics Decisions will be taken to enhance and improve website on a regular basis Analysis report will be done once per month116 2010©Brackets All Rights Reserved
  117. 117. [Strategy] • Phase 1 Introduction / teaser /Hype campaign • Phase 2 Full website and Online Strategy117 2010©Brackets All Rights Reserved
  118. 118. [Phase 1 – Strategy] Teaser Campaign (1 month) • Online Banners on (Maktoob, Yahoo, Google, Facebook etc…) Micro Site • Information • Registration • Viral Game • Free Jeddah Guide download Ongoing campaign analysis, measuring and optimization Data filtering, winner selection118 2010©Brackets All Rights Reserved
  119. 119. 2010©Brackets All Rights Reserved Home Page Minisite
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  122. 122. [Phase 2 – Strategy] • Full website • Digital strategy122 2010©Brackets All Rights Reserved
  123. 123. [International Theme parks]2010©Brackets All Rights Reserved
  124. 124. [Phase 2] Full Website • News & Promotions • Safety information • Videos and Pictures • Rides • Park Guide • Cartoon animations • Mini Games • Treasure Hunt • Iphone Application • Map to location, Lodging and parking info • User feedback • Multiple Language support • Registration • Content management System Digital strategy124 2010©Brackets All Rights Reserved
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  126. 126. [Phase 2] Full Website Digital strategy • Social Media (facebook, twitter, Youtube) • SEO (Online & offline Google) • Banners on Portals (Yahoo, Maktoob,) • Sponsorship on niche specialized websites (Kooora, kids sites) • Blogs • News Articles monthly • Monthly SMS reminders126 2010©Brackets All Rights Reserved
  127. 127. [COST – Retainer Based] Resource Allocation % Monthly Budget Project manager 20% SAR 65,000 per month Creative / Interface Designer 30% (After 3 months the scope will be assessed) Media / strategic Planner 15% Multimedia Producer 50% Programmer 40% SEO/Marketing specialist/Copywriting 20% *Allocation percentages will be reevaluated during the course of the project to determine effectiveness and scope. *Costs are not final and are subject to change *Licensing cost of proprietary software is not included127 2010©Brackets All Rights Reserved
  128. 128. [Timeline] Task Duration 1 Teaser Mini-site & Campaign 6 weeks 2 Main Website 12 weeks Disclaimer: The given days are an estimation, the project timeline will subject to change128 2010©Brackets All Rights Reserved
  129. 129. [OPENING EVENT] 1292010©Brackets All Rights Reserved
  130. 130. [Entertainment Schedule] • Guests Arrival in the parking area with a lot of light and skylights. • Guests enter the park by walking on a water effect. • Arrival in the center of the park where a big flame, light, laser show and dancing water fountain will take place every two hours (to be defined). • Inside the ice skating, a Laserman will perform a beautiful laser show. • At the entrance of the food court people will walk on a logo effect. • Some Artists will perform in the streets of the park. • Event Closure.130 2010©Brackets All Rights Reserved
  131. 131. [The Parking Area] The Parking area • When people will arrive near the parking, they will see 12 Skylights color synchronized moving in the sky to attract the people and indicate the location. • As soon as they will be in the parking, they will admire the wall of the park full colored with gobos moving on it.131 2010©Brackets All Rights Reserved
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  133. 133. [The Entrance – Interactive Vision System] • Interactive Visions is a reactive projection system that makes visual advertising more dynamic and exciting. • An Interactive Visions projection reacts to the presence of people in its vicinity. Interactive Vision Projection via wall, floor or ceiling projection133 2010©Brackets All Rights Reserved
  134. 134. [The Entrance – Interactive Vision System] • Interactive Visions encourages playful communication between members of the public & the projected messages or content. • Interactive Visions also enhances interaction and communication. • Insert your advertising message and let your potential customers interact with it to reach your target.134 2010©Brackets All Rights Reserved
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  137. 137. [The Main Show] • Every two hours, at the center of the park, a big show will take place. • This show will include flames, light, laser and will play with the dancing fountain of the park. • All these effects will be full synchronized on a beautiful music.137 2010©Brackets All Rights Reserved
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  145. 145. [The Lasermen] • The laser men will be located in ice skating area in a full dark place. • The show will run three times during the night (to be determined in sequence with the main show and other activities). • The duration of one show is 7.30 min.145 2010©Brackets All Rights Reserved
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  147. 147. [The Street Artists] • The Artists will be four or five performers who will act in the streets all around the park and enjoy the people. • They will be clowns, jugglers, acrobats, big monocycle… • They will also attract the people to the centre of the park when the main show will start.147 2010©Brackets All Rights Reserved
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  151. 151. Type Description Qty. Duration TOTAL Skylight colors 12 1 Day Intelligent Moving Head Light Projector 575w Alpha Spot CP. 4 1 Day Lighting System Parking Area DMX Intelligent Light Programming Controller. 1 1 Day 38,500.00 Color Wash unit with different Colors to add patterns on the wall of the entrance. 12 1 Day Glass Gobos for Logo Projection. 4 1 Day Prof. Loud Speaker PSR 230‐A 800w. w/Built in Amplifier 800w. ‐ FBT 8 1 Day Speaker 2Way 12"Full Range Monitor/Speaker 8 Ohms‐500W. 8 1 Day Sound Mixer 24 Channels 1 1 Day Wireless Microphone Madonna 2 1 Day Audio System Wireless Hand Held Microphone with Stand 2 1 Day 33,000.00 Hand Held Wire Microphone with Stand 2 1 Day Amplifier 4 1 Day Equalizer 31 Band 2 1 Day CD Player Double ‐ Omnitronic 1 1 Day Intelligent Moving Light Projector 1200w Golden Scan CP. 4 1 Day Intelligent Moving Head Light Projector 575w Alpha Spot CP. 8 1 Day Intelligent Moving Head Light Projector 575w. 4 1 Day DMX Intelligent Light Programming Controller. 1 1 Day Lighting System Inside the Park 66,000.00 Profile Halogen Light 600w. 12 1 Day Color Wash unit with different Colors to add patterns inside the Ballroom. 12 1 Day MH 700w with Patterns & Spots. 12 1 Day Glass Gobos for Logo Projection. 4 1 Day Alum. Mega Truss 52X95X40cm 20m long . 4 1 Day Aluminum Mega Truss Motorized Chain hoist to left the truss. 4 1 Day 38,500.00 Base for Mega Truss 4 1 Day Flame show 3 1 Day Flame Show 99,000.00 Flights, Accommodations, Visa… 3 Days Pure Light Laser 8 watt with many colors. 3 1 Day Scanner Controller with PC Drive. 3 1 Day Laser show 44,500.00 Fog & Haze Machine & Accessories. 3 1 Day Programming Special Effects with Beams, Sheets, Cones, Fans, to be synchronized with Music 1 1 Day Entertainment Effect 3 1 Day Entertainment Effect Technician 1 1 Day 49,500.00 Flights, Accommodations, Visa… 3 Days Lasermen (3 shows) 1 1 Day Laserman Technician 1 1 Day 88,000.00 Flights, Accommodations, Visa… 3 Days Videography Cost including Editing, 3 min Clip & Full Event Film. 3 23,100.00 Videography 27,500.00 Still Photography Cost. 2 4,400.00 Street Artist 4 88,000.00 Street Artists 88,000 Flights, Accommodations, Visa… 4 Cost 572,500.00 GRAND TOTAL Agency Management Fees (10%) 57,250.00151 2010©Brackets All Rights Reserved TOTAL EVENT COST 629,750.00
  152. 152. [PUBLIC RELATIONS] 1522010©Brackets All Rights Reserved
  153. 153. [Agenda] • Background • What do you want to achieve? • How to achieve communications objectives? • Communications programme • PR Action Plan • Media relations • Consultancy • Deliverables • Account management • Budgets & fees • Case studies153 2010©Brackets All Rights Reserved
  154. 154. [What we know about Atallah Happy Land Park?]154 2010©Brackets All Rights Reserved
  155. 155. [Background] •Atallah Happy Land Park (AHL) opened in 1986 and was one of the first amusement parks in Saudi Arabia •Atallah faced crisis in 2006 when a child died while enjoying one of the park’s rides •AHL shut down for renovations, with a plan to launch in 2010 with more focus on security and safety issues and facilities •PR Agency was tasked to draft a PR proposal to support AHL official launch and marketing activities with draft ongoing campaign155 2010©Brackets All Rights Reserved
  156. 156. [What is the media saying] We asked: • What does Atallah Park mean to you? • If you could recommend one thing to Atallah Parks Management what would it be? • Closed without notice • The only family entertainment center in • Dangerous, employees are not properly Jeddah and the most beautiful, largest trained entertainment for families • They must have special days for youth and • I suggest that Atallah should learn from the children during the middle of the week thus global village, Dubai and should contain the weekend should be for families only. many places for all ages, young and old Journalist from AAA Newspaper Journalist from Al Watan Newspaper •At present there are no competitors in • I remember hearing stories of children the market which is dominated by dying on rides and stabbings occurred Alshalal and Atallah was always more fun regularly for the entire family • They need to have properly trained •Lack of maintenance employees as well as good maintenance on • All games should be entertaining as was all there rides and finally they need to the case in the past increase their parking lot Journalist from Okaz Newspaper Journalist from Al Madinah Newspaper156 2010©Brackets All Rights Reserved
  157. 157. [What do you want to achieve?]157 2010©Brackets All Rights Reserved
  158. 158. [Communications Objectives]  To support Atallah Happy Land Park marketing initiatives and events to attract visitors to the park  To build an awareness and educate the target audience around Atallah Happy Land Park re-launch  Develop a long-lasting and positive perception (image) around safety – (separate moderations campaign to run in parallel with pre-launch activities)  Encourage youth visitors to share their views & experience through digital PR  Protect Atallah Happy Land Park reputation and act proactively should any issue arises to prevent any potential crisis158 2010©Brackets All Rights Reserved
  159. 159. [Target Audiences] MEDIA Onlines Trade International INFLUENCERS Newswires Online Government NGO’s Ministry of Employees Lifestyle Key Education Regional Young Saudis Red Cross 3-18 years Consumer Aged Saudis Business AHL Partners/ suppliers 19-50 years Shareholders/ board members Broadcast National Financial159 2010©Brackets All Rights Reserved
  160. 160. [Key Messages] Atallah Happy Land Park and PR Agency need to tailor and agree key messages for the upcoming launch, never the less, these messages may share the following: • First sophisticated amusement park in Jeddah • We have so much to offer generations of visitors • A thrilling theme park from the past • Safety & security focused; AHL appoint specialist security advisers who are bringing our dreams to reality160 2010©Brackets All Rights Reserved
  161. 161. [How to Achieve Com’s Objectives]161 2010©Brackets All Rights Reserved
  162. 162. [Strategic approach] • Media relations support to maximise marketing initiatives • Moderations campaign to focus on past negative perceptions and safety • Develop internal brand advocates • Build a media relations campaign to increase the information flow and interaction with the media • Establish brand presence in the Saudi online community • Communicate major Atallah Happy Land Park announcements, partnerships and achievements • Develop an issues management approach • Provide ongoing monitoring & evaluate the program to maintain effective communications162 2010©Brackets All Rights Reserved
  163. 163. [Communications Programme] Building the foundation163 2010©Brackets All Rights Reserved
  164. 164. [Research & Messaging] To build a clearer understanding of the key messages of Atallah Happy Land Park and current perceptions of the campaign we recommend: • Messaging workshop, the objective is to clearly assess impact of current messaging and agree on clear and consistent messages for Atallah Happy Land Park that will be applied to all communication • Media training, which will allow the testing of key messages, and make sure that spokesperson/s is/are ready for media engagements164 2010©Brackets All Rights Reserved
  165. 165. [Atallah Happy Land Park Press Office] Monitoring & Evaluation Specialist profiles Media Training and Briefings Market feedback Platforms Issues Tracking Speaking opportunities Proactive front foot Conferences & exhibitions briefings Materials Library Press Releases Forward Features Q&As, Bios, Profiles, Angles, stories for individual and Features & Case Studies Media contacts local market media Reports & White Papers local press office function165 2010©Brackets All Rights Reserved
  166. 166. [Pre-Launch]166 2010©Brackets All Rights Reserved

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