Brief
Support Walibi Rhône-Alpes’ business activity and help drive traffic to the leisure park, which was in the middle of an investment programme to kick off its transformation. 2018 saw the opening of a new area, Festival City, and three new attractions; but also the repositioning of the venue, with a new brand platform, «WAAA !!!»
Client: Walibi Rhône-Alpes
DISCIPLINES:
Events
Influencers
public relations
Year: 2018
Response
After seven years working with Walibi Rhône-Alpes, 2018 marked a shift in terms of creative intent. Our objective: make Walibi the leisure-excursion reflex in the Auvergne Rhône-Alpes region. To do this, we have gathered together in recent years (and even more so in 2018) a community of committed and engaging influencers around the park. In 2018, M+A opted for differentiating interventions and park communications based on the annual events – now a fixture – for journalists and influencers.
PARK REOPENING
To highlight the new “WAAA !!!” brand platform of Walibi Rhône-Alpes, and publicise the opening of the park on 31 March, an event-driven gift was hand-delivered to 46 selected influencers and journalists. The aim: create enthusiasm around the reopening, via an engaging action enabling influencers to feature themselves on their social media. In parallel, to launch the season, an invitation to come and discover the new attractions on the first day was also distributed more widely.
FESTIVE DAY
Held on 16 June, just before summer, this second event enabled influencers who had not attended the reopening to discover the park’s new attractions and the just-opened Aqualibi (aquatic area).
Halloween
For the second year in a row, Walibi Rhône-Alpes held a VIP Halloween Party for selected journalists and influencers. The venue staged a novel night-time experience for its guests to discover the new Alcatraz haunted house, but also to try attractions by night – with guaranteed goosebumps. Orchestrated by the agency for influencers and journalists only, this event has become – in barely two years – the biggest must-attend gathering for the Lyon blogosphere during the Halloween period.
Results
234
MEDIA CLIPS
725
POSTS ON SOCIAL MEDIA
283 K
ENGAGEMENTS GENERATED ON SOCIAL MEDIA
3 HRS
OF VISIBILITY FOR WALIBI WITH AN INSTAGRAM STORY
155
JOURNALISTS AND INFLUENCERS AT THE PARK
21
INTERVIEWS DONE
243 MILLION
TOUCHPOINTS (TOTAL AUDIENCE)
0,11
CPM (COST PER MILLE)