Wonderla Holdiays to up media spends, in expansion mode

BANGALORE: Regional amusement park player Wonderla Holidays plans to increase its mass media communication spends to Rs 90 million this year, up from the Rs 50 million plus that it spent last year.

Wonderla also announced two new amusement park projects in Hyderabad and Chennai by 2014 and its advent into the ‘three star’ category hospitality segment by way of resorts at the location of its amusement parks.
The amusement park major has plans to invest around Rs 3 billion towards these new ventures. Wonderla also announced two new rides at its facility near Bangalore – The ‘Equinox’ ride and ‘Cine Magic 3D’.

Currently, Wonderla has two amusement parks – one each near Bangalore and Kochi. It has been using the regional media – print, television, radio, OOH, and outdoor on a need basis. 
“We have been using two or three television spots per day on most of the regional channels in Karnataka and Kerala as and when the need arises. We typically spend around 10 per cent of our revenues on mass media communications, and based on our higher revenues we plan to spend around Rs 90 million this year. Some of these funds will go towards mass media communications for the new properties. Once we start operations in Hyderabad and Chennai, our media spends will also go up proportionately,” revealed Wonderla spokesperson.
Besides within Bangalore and Kochi, the company also uses radio in the major towns around these cities. Typically, this would be 3 or 4 stations per town, and the spend would be anything between Rs.150,000 to Rs. 300,000 per station per year.

Kerala-based Media Mate handles the creative work and part of the media buying, while Wonderla handles most of the media buying including television media buying directly.

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