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B&T > Marketing > Adventure World Appoints Initiative Perth To Media Portfolio
Marketing

Adventure World Appoints Initiative Perth To Media Portfolio

Richard McGowan
Published on: 31st May 2016 at 1:12 PM
Richard McGowan
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Western Australia’s leading tourism and entertainment theme park Adventure World has appointed Initiative Perth to manage the Park’s national media portfolio.

The agency was appointed following a competitive review process and Initiative Perth will now lead Adventure World’s national media outreach supported by Initiative offices in Sydney and Melbourne.

“We are continually looking to build the Adventure World brand for our key audiences, but at the same time we need to drive business results year-on-year,” said Clare Read-Smith, marketing manager Adventure World.

“Initiative clearly understood these imperatives in the pitch process and responded with creative media concepts that will challenge us, but drive our business results.”

The theme park is open during the Summer and attracts nearly 500 thousand visitors per year from Perth as well as interstate and international visitors. During the 2014/15 season, Adventure World achieved the highest percentage of four and five star reviews of any theme park, amusement park or water park in Australia at a combined 82.5 per cent.

The park includes world-class attractions such as the $12 million roller coaster “Abyss” launched in 2013, the $7 million dollar Kraken, the longest, tallest and steepest funnel water slide on the planet.

“We were excited about the prospect of working with Adventure World from the moment we were invited to respond,” said René Migliore, communications planning director at Initiative.

“The creative opportunities around the brand, along with Adventure World’s appetite for innovative media solutions, makes them an ideal business partner for us.”

 

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By Richard McGowan
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Corporate communications roles at the European, Asia Pacific and Global levels. Extensive consulting to international and national companies. Effective and relevant communications targeted towards defined audiences. PR mentoring for executives and staff of companies who do not maintain a full-time PR resource. This applies to small and start-up business operating on tight budgets. Specialties: Media relations and international communications across all channels, mentoring for communications functions, based in Sydney.

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