‘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.
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:
Audience growth of
social channels to
nearly 20,000 fans/followers
within their first two years
Monthly average reach
of almost 1 million
rate of 3.7%