BENGALURU: Indian amusement park major Wonderla Holidays (Wonderla) plans to up its marketing spends by about 10 per cent during FY-2014-15 from the Rs13 crore it spent in the last fiscal. The company also will spent about 1 per cent of the total value of its IPO amounting to a maximum of Rs185 crore that opens on 21 April this year.
“Our mass media communications are season specific. We generally target people within a 300 kilometre radius from our amusement parks. We use radio, newsprint, outdoor and social media to a limited extent,” revealed a source in Wonderla to www.indiantelevision.com on the side lines of a press conference to announce the company’s IPO.
“For both our properties – the one in Bengaluru and the first one in Kochi, depending upon the season, we use around 80 to 100 billboards spread across each district of Karnataka and Kerala. Besides, periodically, we use local channels and cable networks, print and radio during seasonal times for mass media communications in our target catchment areas,” added the source.
“Typically we spend between 9 to 10 per cent of our topline towards marketing expenses, which includes payments to our agents in each district of the two states,” said the source. The company reported revenues of Rs139 crore in FY 2012-13.
“For our IPO, we will be spending around 1 per cent of about Rs185 crore or roughly about Rs 2 crore towards the mandated television and newsprint ads as well as on road shows and investor presentations,” revealed the source further.
The company’s creative duties are handled by Windowseat Communications and media buying by Mudra.