Marketing Strategy of Wet'n'Wild Water World

Overview

Wet'n'Wild Water World is part of the Warner Village Theme Park group. Operating since October 1984, the marketing of Wet'n'Wild has varied throughout the years, without ever losing sight of its focus on family fun.

Each week, we receive many requests regarding the marketing strategies of Wet'n'Wild Water World. Unfortunately, these strategies are often commercially sensitive and are, therefore, not available to the general public. This also applies to information regarding attendances and visitor demographics. We help where we can, with the information available on our web site, but as you can understand it is not always possible to release certain information. The information contained below is the only information we are able to release to the general public.

MISSION STATEMENT:

To bring people together of all ages, cultures and backgrounds to enjoy the highest international theme park standards of quality, fun and entertainment.

CORE VALUES:

Fun, Quality, Honesty, Integrity, Teamwork, Education, Uniqueness, Compassion, Safety and Enthusiasm. Since opening in 1984 millions of visitors have entered the park. Our visitors come from all over Australia and the world. As with all theme parks in our region, we rely on both domestic and international visitors.

Within Australia, we attract visitors from all states and territories. The key markets are Queensland, particularly the South East corner, New South Wales and Victoria. Internationally, the key markets are New Zealand, United Kingdom plus various Asian and European countries. Warner Bros. Movie World, Sea World and Wet'n'Wild Water World share common ownership and much of the parks' marketing is undertaken on a group basis. The parks are marketed by a team of approximately 40 staff, based at all three parks. The Warner Village Theme Park Marketing Strategy combines advertising, publicity, promotions, corporate partner activity and direct sales to increase awareness about Warner Village Theme Parks and promote the parks' unique entertainment experiences.

Our marketing approach has long recognised that the success of the Gold Coast and the Theme Parks is inextricably linked. Hence, we work co-operatively with many industry organisations and operators to help promote the region. We undertake co-operative marketing with Tourism Queensland, Gold Coast Tourism and The Australian Tourist Commission along with local accommodation houses and tour operators.

Advertising mediums used to reach our target markets include television, video, cinema, radio, print, collateral and brochures, billboards and the Internet. Much of the focus of our advertising is targeted towards families, but we pride ourselves on having a broad appeal, incorporating modern themes, music and vision into our advertising. This can be seen in our latest television commercials that are available for viewing on-line. An extensive sales, publicity and promotions program, in both the domestic and international markets complements this activity. Not only do we target consumers, but much of our effort is also directed towards ensuring that the travel industry is kept up-to-date with new promotions and attractions, so that they are able to pass on this information to consumers purchasing our theme park tickets. A number of techniques are employed to do this including sales calls, newsletters, incentives and in-park familiarisations.

Our Publicity and Promotions team liaise with media encouraging extensive positive coverage within the domestic and international markets. The parks' host many television crews including news, lifestyle and entertainment programs and organise promotions with key domestic and international media and also Corporate Partners.

Our web sites are an integral component of our Marketing strategy, reinforcing the brand of each individual park and complementing our offline marketing goals and objectives.

Other components of our Marketing Program are the successful relationships with our Corporate Partners. Wet'n'Wild Water World is proud to be associated with a range of Corporate Partners, including Coca-Cola and Streets, with whom we undertake mutually beneficial marketing and promotional activities.

The marketing direction is kept current with the assistance of in-park research via the collection of information from surveys we distribute to our visitors. This helps us to find out exactly how our visitors enjoyed their day and what they would like to see included in the park in the future. We also rely on industry data collected by leading research companies, to assist us in future planning.