Europa-Park Social Channels (UK & Ireland)

‘Best Theme Park Worldwide’, Europa-Park Theme Park & Res‍‍‍ort located in the southwest of Germany, set out to establish English-language social channels to target UK & Ireland audiences whilst also broadening brand awareness globally. The resort was to be positioned, across a variety of demographics including families; teenagers; and young professionals, as a holiday and short-break destination for UK & Ireland travellers.

Social Media

Client: Europa-Park

Ongoing Delivery

The challenge in establishing Europa-Park’s English-language social channels was in developing and implementing a predominantly organic strategy that would simultaneously achieve all of the following business objectives: raise brand awareness, drive sales, provide an English-language customer service channel, and encourage brand advocacy.

The social strategy was also closely aligned with PR activities across the UK & Ireland to ensure regular media coverage as well as to provide further amplification.

Management of the resort’s Facebook, Twitter, and Instagram channels required a carefully evolved process including:

• The planning and creation of content tailored to UK & Ireland audiences
• The research and curation of relevant content to be translated into English
• Seasonal campaigns to highlight Europa-Park offers throughout the year - particularly when coinciding with UK & Ireland Bank Holidays or school holidays
• Native, contextual, and pro-active community management
• Ongoing monitoring of industry and channel data insights to continuously optimise output for English-language audiences
• Monthly data analysis and reporting enabling proactive strategy flexes to keep delivery aligned with key objectives

Audience growth of
English-language
social channels to
nearly 20,000 fans/followers
within their first two years

Monthly average reach
of almost 1 million

A monthly
average engagement
rate of 3.7%

Year: 2015 - present‍‍‍