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Viraj Jit Singh

Chief Marketing Officer | 14 Sep 2015

Our typical marketing budget is usually 10 per cent of the topline spend

Kidzania, which operates indoor theme parks for children, is currently present in Mumbai but has plans to expand to other cities over the coming year. Recently, they held a special scheme called “WOW Monsoon! Khushiyon ki Barish”, which offered online and offline discounts to kids. In an email interaction with exchange4media’s Abhinn Shreshtha, Viraj Jit Singh, CMO of KidZania, talks about the brand’s marketing strategy and the concept behind their latest campaign.

Q. What is the objective behind this campaign?

The objective of WOW Monsoon! Khushiyon ki Barish is to offer exciting online and offline discounts on ticket bookings. With the monsoons hitting the city, KidZania is the best place to provide entertainment and learning as it’s an indoor theme park and a safe place for the kids. We are aiming at getting first timers as well as return visitors to come and experience KidZania post their school hours (starting from 4pm onwards).

Q. What is the communication strategy behind the campaign?

Our communication strategy is to have two platforms having distinct communication to promote the WOW Monsoons offer. The key messaging of our communication on both platforms is to highlight KidZania as an indoor, air-conditioned, theme park which is a safe and secured destination for kids.

Q. Which is the creative agency, media partner, etc. behind the campaign?

We do not have a creative agency. All our ATL communications are rolled out according to creative requirements and are handled internally by our marketing team. The team has been responsible for all our present and previous campaigns.

Q. Could you give us an idea about the media mix?

The media mix consists of a split of 80 per cent print and radio, 16 per cent digital and social media and 4 per cent on other media.

Q. What kind of reach are you looking at targeting via this campaign?

We are looking across socio-economic factors simply because we are using print and radio to target diverse audiences and offering them a 40 per cent discount for a specific time period, allowing us to go beyond SEC A. In Mumbai, July and August is the time when monsoons hit and very few people want to step out. It gives people from different socio-economic backgrounds a chance to experience the uniqueness of our concept. The timings have been optimized for this offer in such a way that children can visit us post their school hours.

Q. What are the most important mediums that KidZania prefers for marketing and for what reason?

Our primary marketing medium has been an extensive use of ATL that has been helping us increase brand awareness and offering sheer reach via consistent usage of the medium. This is followed by digital which has been growing in our marketing spend and it has been effective in providing the required brand engagement and reach.

Q. How do you measure the success of a campaign?

When it comes to KidZania, there are various metrics that helps us measure the reach -- the most important ones is the number of visitors – new and old. Our last campaign saw an increase in first time visitors during and post the campaign.

Q. What is your digital strategy?

Our online strategy is focused on increasing brand salience which in turn leads to higher conversations on digital platforms, resulting in online sales. Our plan includes all aspects of the online world – Social Media platforms such as Facebook, Twitter, Instagram and Google+ announce the offers and other fun activities for the monsoons periodically. Google Ads spreads our message and offers through search, display and remarketing campaigns. Email marketing to several databases of KidZania and other parenting sites with varied communications, followed by placement of advertisements on these parenting sites is part of our strategy. Comprehensively using these mediums we communicate the uniqueness of our concept and give users a chance to experience this one-of-a-kind brand.

Q. What are your plans for the year ahead?

Our next project, ‘KidZania Delhi NCR’ is located at the Entertainment City in Noida which is a 147 acre development housing the largest retail and entertainment destination in Delhi NCR, run by IRRPL a joint venture between Unitech and AppuGhar family. KidZania will be a standalone structure across three levels and 97,000sq.ft. We will be starting the interior fit out in the next few weeks with the centre opening planned for March 2016. We are also currently evaluating locations for our third center.

Q. What does a typical marketing budget look like?

It is usually 10 per cent of the topline spend.

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