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Imagica in talks with kid's channels to bring character-specific rides by March-April

24-November-2017
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Imagica in talks with kid's channels to bring character-specific rides by March-April

Theme park Imagica is currently in talks with kid’s channels to have their character-specific rides and attractions in the amusement park by March-April. Without revealing any specifics, Raveendra Singh, Associate Vice President Marketing and Sales, Imagica, shares that it will be announced in December. He says, “By March-April we will launch those attractions.” 
Singh is actively working on increasing the current share of revenue from non-ticketing avenues (including retail, merchandising, food and beverages (F&B) from 33 per cent to 45-50 per cent. Singh informs us that their own character-based merchandise is doing well, contributing almost 7 per cent to overall revenue. In total, they have around 19-20 characters.
Is Imagica planning to take them to kid's channels to bring their own shows to further support the merchandise sale and increase their popularity? Singh hasn’t ruled that out and is already in talks with channels. “We will do this in the future. I can’t comment on the timeline.” 
Imagica is also in talks with other physical retail stores like Hamley’s and Reliance to stock their merchandise. The Associate Vice President explaining the potential says, “We thought there was potential in merchandising right from the start. We started listing it on our own website, followed it with e-commerce like Amazon, eBay and Flipkart, among others. Now we progressed to the third phase by taking it to other physical retail stores.”

When it comes to brand partnership, Imagica has offered the opportunity to all big brands like Parle Agro, Pepsico and Kwality Wall’s among others in the past. For instance, during Valentine’s Day, Kwality Wall’s partnered with the park for the launch activity of their Red Velvet ice-cream. But Singh pointed out that the idea of branding in theme park is still catching up in India. After FMCG, they are now set to address new categories. “For bringing footfall and business to Imagica, we are focussing on kid’s brands.”

Besides these three avenues (ticketing, merchandising and F&B,) Imagica does events and sponsorships which they are trying to scale up to one or two events every quarter this year, to increase visibility. Singh explains the importance of creating events for theme park like Imagica. “We have seen in consumer research that people look for additional entertainment options also. This helps us get new set of audiences. There is no urgency with theme parks. That’s something we try to build with events. Every year we do New Year bash, anniversary in May, Holi, Diwali and Christmas which have become well- established entertainment properties. They help in marketing to customers who have already visited,” he says.

Talking about their marketing strategy Singh shares that the combination of outdoor, radio, digital and print works well for them. He adds, “The best suited mechanism right now in terms of medium is outdoor to build visual imagery and radio to build frequency in terms of recall. Digital works very well for us and so does print. TV is less utilised as its campaigns are short-lived.”

When it comes to footfall, Singh is looking to increase the base by reaching out to new geography and segments of audiences through fresh programmes this monsoon. He informs, “To incentivise specific groups like factory workers and frontline employees during the lean period like monsoon or March, we are able to give them deep-discounted schemes through association-based programmes.” Imagica, over the last 4 years, has seen a footfall of over 5.2 million visitors, a majority from Mumbai and Pune.

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