Atallah happy land park proposal

1
2010©Brackets All Rights Reserved

[Re-Launch Campaign 2010]
March 2010


[RESEARCH]
Dipstick Survey & Media Spending

3

[Dipstick Survey]

The following survey is by no means scientific but was conducted to give a clue on consumer behavior concerning several
fun and fun park related issues. We only interviewed or sent questionnaires to about 50 consumers from different
backgrounds and social sectors in Jeddah. Most questions were multiple choice based and respondents were requested to
choose up to 3 choices.

4 2010©Brackets All Rights Reserved

[What does "entertainment" for you and your kids mean?]

Other
3% TV, Movies, Music
16%
Going to fun parks
25%
Sit with the family
14%

Going to Mall
19% Eating out
23%


[What does the word "fun" mean to you and your family?]

Other
7%
Be with your friends
Shopping
26%
19%

Playing video games
8%

Sports
17%

Beach
23%


[Name three top of mind brands of theme parks in Saudi Arabia]

Others Shallal
24% 28%

Chucke e Cheese
10%

Jungle Land
16%

Atallah
19%
Al Hokair
3%


[Who makes the first initiative to go to the theme park?]

Other
7% Father
4%
Mother
20%

Kids
69%


[What motivations trigger you into choosing the right theme park?]

Other
2%

Special offers
20% Number of rides
29%

Food
12%

Family surrounding
17%
Security
20%


[What are the top factors preventing you from visiting a theme park?]

Other
6% Prices
22%
Busy work/school
schedules
25%

Drive time
15%

Availability of friends
9%
Time of year
7%
Wait times
16%


[Which is the best fun park in Jeddah?]

Bahairat al Qitar Al Amwaj
2% 2%

Chuck e Cheese
11%

Jungle Land
12% Shallal
50%

Atallah
23%


[Fun & Entertainment World]
SPORTS FAMILY FUN SNACKS FRIENDS

BRANDS TV MUSIC FREEDOM TECHNOLOGY


[What other parks are spending]


[Parks Spend in USD 2008-2009]
$6,000,000.00

$5,294,539.60

$5,000,000.00

$4,000,000.00

$3,000,000.00

$2,000,000.00

$846,002.65
$1,000,000.00

$139,430.76
$65,224.15 $99,242.54
$-
FUN TIME PARK ICE LAND JEDDAH AQUA PARK AL SHALLAL JUNGLE LAND


[Parks Spend by Media - 2008]
3500

3000 2,878.577377

2500
Amount in ‘000 USD

2000

1500

1000

478.531276
500

163.291342
20.0025
0
MAGAZINE NEWSPAPER RADIO OUTDOOR


[Parks Spend by Media - 2009]
3000

2,672.472951

2500

2000
Amount in ‘000 USD

1500

1000

500
270.64716
212.975
163.480699
2.667
0
TV MAGAZINE NEWSPAPER RADIO OUTDOOR


[BRAND ATALLAH]
Strategic Thinking


[The truth of a story lies not in the facts, but in the meaning]
Yiannis Gabriel


[How can a fun park become enjoyable and
meaningful for visitors?]


Experience

Finding
Interaction Yourself

Meaning

Storytelling Personal
Memories
Narratives


[New Brand Essence]


Quirky
Contagious
Unexpected
Uninhibited Fun
Set Your Spirit Free
Infectious Experience
Release your playful side

Physique Picture of the Sender Personality

Internalization
Externalization

Relationship Culture
Unexpected
Entertainment

Reflection Self Image

Picture of the
Recipient

[Big Idea]
Unexpected Entertainment
Atallah reminds us of the fun we can get from, or bring to, any
situation. It brings out our sense of infectious, spontaneous fun &
reaffirms our own ability & potential to affect others by loosening up
the world around us.


[What Unexpected Entertainment is]

Sign
Memorable
Spreadable
Power
Revolutionary
Its all about Spreading Fun & Being Memorable

[Interpretation of Unexpected Entertainment]

Lose your boundaries…
Spontaneous playful expressions
Fun… Fun & More Fun…
Using various vehicles to loosen up
Its Freedom of Expression…

Its Contagious Freedom. Its Contagious Fun

[Communication Way-forward]

Emotional Functional
• Loosen Up • Fun
• Evolution • Fresh Look
• Revolution • Next Dimension
• Colorful World • Optimistic and safe
• Spreadable

Its Contagious… Its fun… Its colorful

[2010 Communication Objectives]

Re-stage brand Atallah by building relevance and
connecting with core target consumers through a
new communication platform / brand essence and
new identity coupled with launch of a new better
improved amusement Park in JEDDAH


[A 360° Approach – Deliverables]

TVC

PR Press

Unexpected
Entertainment

Event Outdoor

Digital


Brand Leadership

Event 3rd Dimension Digital
Management

Total
Solution

Media Consultancy Public
& Buying Relations


[CREATIVE WORK]
31

[CONCEPT 1]
[BRINGING BACK FUN & FAMILY TOGETHER]
Teaser, Launch & Tactical Campaigns

32

[Rationale]

Saudi families, our primary target audience is known for having very close-knit family
bonding. The new generation is breaking away from the traditional ways to interact with each
member of the family.
Family gatherings are happening only on the occasions like Ramadan, Eid and marriages. Each
member of the family has adopted their own way of entertainment. Very rarely you can find
the family spending a quality time enjoying together. Atallah’s launch of the Happy Land
again, brings back the reason to get fun and family together.

It is ‘the’ place where people from all age groups can have fun together.

Atallah has a variety of games, rides and attractions, which can entertain each and every
member of the family.

Caption: “Atallah Happy Land Park… Bringing back Family & Fun together!”


[Phases & Media Vehicles]
Atallah HappyLand Park Grand Re-Opening

Pre-Launch Launch Tactical

Press Ad 20x3 TV Press (Half Page)

Megacom Press Ad (Full Page) Mupi

Mupi Megacom Online

Radio Mupi

Online Radio

SMS Online

Mobile Truck SMS

Leaflets

Mobile


[Teaser Campaign]


Teaser

Teaser - Minisite

Teaser – Online Banners

Teaser - Newspaper

Teaser - Mupi

Teaser - Megacom

Teaser – Mobile Trucks

[Launch Campaign]


Launch Campaign

Launch Campaign – Mobile Trucks

Launch Campaign – Megacom

Launch Campaign – Mupi

[Tactical Campaign]


Tactical Campaign

Tactical Campaign – Newspaper & Mupi

[Costing – Creative & Artwork]


Phase 1: Pre Launch Campaign
Main Concept Unit Cost in SAR No. of Designs Total
Win free treats for you and your family 25,000.00 1 25,000.00
Applications Unit Cost in SAR No. of Designs Total
Press Ad 20x3 col 3,000.00 1 3,000.00
Megacom 5,000.00 1 5,000.00
Mupi 3,000.00 1 3,000.00
Radio Copy 5,000.00 1 5,000.00
Online Banner 2,000.00 8 16,000.00
SMS copy 1,500.00 2 3,000.00
Mobile Truck 3,000.00 1 3,000.00
Total Budget for Phase 1 SAR 63,000.00
Phase 2: Launch Campaign
Bring Family & Fun Together 25,000.00 1 25,000.00
TV Commercials - 35" 10,000.00 1 10,000.00
Press Ad - Full Page 6,000.00 1 6,000.00
Megacom 5,000.00 1 5,000.00
Mupi 3,000.00 1 3,000.00
Radio Copy 5,000.00 1 5,000.00
Online Banner 2,000.00 8 16,000.00
SMS copy 1,500.00 1 1,500.00
Leaflet A4 (Recto Verso) 4,500.00 1 4,500.00
Press Kit (invitation, Gift pack, VIP gifts) 10,000.00 1 10,000.00
Mobile Truck 3,000.00 1 3,000.00
Phase 3: Tactical Campaign
Atallah Offerings 0.00 0 0.00
Press Ad - half page 4,000.00 4 16,000.00
Mupi 3,000.00 4 12,000.00
Online Banner 2,000.00 8 16,000.00
56 2010©Brackets All Rights Reserved Overall Budget for All Phases SAR 196,000.00

[Selection & Costing – Media Plan]

•The media plan does not include any TV airtime booking and cost
•It also does not include the cost of radio and TVC production which will be charged
separately as invoiced and with a 15% Agency Management Fee.


[Media Selection]

• Okaz (top rank 22% readership and highest circulation Kingdom wide) has more affinity
towards Locals and Arab Expats in KSA followed by Al Riyadh(14.4% mainly in Riyadh) , Al
Watan (13.8% readership and 2nd highest circulation Kingdom wide), Arriyadiah & Asharq
Al Awsat
• Family magazines such as Sayidaty ( top ranked with 17.8% readership and circulation)
and Laha ( 9.4% and 2nd rank in circulation) have high rating towards Locals & Arabs
• MBC FM has top listernership with 39.8%. Prime time for radio are in the morning and
evening during drive time.
• Outdoor ( megacom and mupis) have highest recall rates. 70% of outdoor is noticed, 63%
of which is read entirely. It is Uninterrupted, around the clock exposure and the most cost
effective media.


SIZE CM X CL
TYPE TITLE SIZE LOADING % POSITION INSERTIONS RC COST (SR) DISC. % TOTALRC (SR) TOTAL NET (SR)
CM X COL SR
Full Page Color
Okaz Full Page Color 53 X 8 10 240 Inside Pages 1 111,936 25% 111,936 83,952
Al Watan Full Page Color 52 X 8 15 215 Inside Pages 1 102,856 20% 102,856 82,285
Half Page Color
NEWSPAPER

Okaz Full Page Color 26.5 X 8 240 Inside Pages 4 50,880 25% 203,520 152,640
Al Watan Full Page Color 26 X 8 215 Inside Pages 4 44,720 20% 178,880 143,104
20X3 Color
Okaz 20X3 Color 20 X 3 360 Front Page 1 21,600 25% 21,600 16,200
Al Riyadh 20X3 Color 20 X 3 360 Front Page 1 21,600 25% 21,600 16,200
Al Watan 20X3 Color 20 X 3 310 Front Page 1 21,000 20% 21,000 16,800
13 374,592 661,392 511,181
Full Page Color
MAGAZINE

Sayidaty FULL PAGE COLOR INSIDE PAGE 1 34,604 20% 34,604 27,683
Laha FULL PAGE COLOR INSIDE PAGE 1 29,950 15% 29,950 25,458
Basim FULL PAGE COLOR INSIDE PAGE 1 9,800 20% 9,800 7,840
3 74,354 74,354 60,981
MBC - FM
RADIO

Afternoon 14:00 - 16:00 15 - Sec FIXED HOURS 20 1,714 7% 34,280 31,880
Evening Drive 17:00 - 00:00 15 - Sec FIXED HOURS 100 1,964 7% 196,400 182,652
Note: Fixed Every One Hour 120 3,678 230,680 214,532
Megacom
Jeddah 2 Weeks 400 X 300 Cms INSIDE CITY 60 320,000 320,000 320,000
Printing / Production 2 Visuals Only 2 79,300 79,300 79,300
TOTAL Megacom 60 399,300 399,300 399,300
Mupi
OUTDOOR

TOTAL MUPI 160 303,000 303,000 303,000
TRUCK ADVERTISING
Jeddah Front Size H 1.2M X W 1.5M Back Size H 2M X W 1.8M Sides Size H 2M X W 3M 2 TRUCKS INSIDE CITY/CAMPAIGN 2 35,000 30% 70,000 49,000
Printing / Production 1 Visual Per Campaign 2 5,000 10,000 10,000
Total Truck 4 40,000 80,000 59,000
SMS
SMS

Kingdom Wide QTY 1,000,000 Mobiles 1 120,000 15% 120,000 102,000
1 120,000 120,000 102,000
TOTAL 357 1,314,924 1,868,726 1,649,994
Total Plan Cost 1,868,726 1,649,994
Note: 100% Advance Payment Agency Fee 10% 164,999
2010©Brackets All Rights Reserved Total Billable Cost SR 1,814,993

[CONCEPT 2]
[MORE TO LIFE]
Teaser, Launch & Tactical Campaigns

60

[Rationale]

Our target audience is the whole family who is looking for an opportunity to spend quality
time together having fun. It could be during school breaks, weekends and vacations like
Ramadan and Hajj. The avenues for having uninterrupted fun along with the family is limited
in the city. Atallah has a reputation for giving value for money as well as giving its customer
access to a secure family outing.

After Atallah closed down for a certain period, the customers have lost the main source of
outdoor thrills and excitement. We are trying to convey to the audience that happy days are
back again. Members of the family do not have to invent ways to amuse themselves. The
teaser ads will have scenarios where we see each member of the family trying to invent and
create alternate means of excitement in order to amuse himself.

Follow up to the Launch campaign, each Ad will talk about USP’s Atallah has to offer
compared to its competitor. Atallah is offering more in every aspect… More rides, More
excitement, More security, More value for money, More freedom, More to life!


[Phases & Media Vehicles]
Atallah HappyLand Park Grand Re-Opening

Pre-Launch Launch Tactical

TV ( 15 sec) TV ( 30 sec) Press (Half Page)

Press Ad 20x3 Press Ad (Half Page) Mupi

Mupi Megacom Radio

Radio Mupi Online

Online Radio

Online

SMS

Leaflets


[Teaser Campaign]


Teaser

Teaser – Mupi

Teaser

Teaser – Mupi

[Launch Campaign]


Launch Campaign

Launch - Mobile Trucks

Launch - Newspaper Ad

Launch - Megacom

[Tactical Campaign]


Tactical Campaign - Surprises

Tactical Campaign - Rides

Tactical Campaign - Safety

[Follow Up / Maintenance Ads]

This will include seasonal campaigns and may be divided into:
• Promotions/offers
• New Ride Announcements
• Ladies Night
• Ramadan Offers
• Holiday Offers


Maintenance Campaign- Ladies Night

Maintenance Campaign- New Rides

[Gift Items]


Mugs

Mascot Toy

Mascot Key Chain USB

[Costing – Creative & Artwork]


Phase 1: Pre Launch Campaign
More - Teaser 25,000.00 1 25,000.00
TV Commercials - 15" 10,000.00 3 30,000.00
Press Ad 20x3 col 3,000.00 3 9,000.00
Mupi 3,000.00 3 9,000.00
Radio Copy 5,000.00 1 5,000.00
Online Banner 2,000.00 8 16,000.00
Phase 2: Launch Campaign
More - Reveal 0.00 0 0.00
TV Commercials - 35" 10,000.00 1 10,000.00
Press Ad - Half Page 4,000.00 4 16,000.00
Megacom 5,000.00 4 20,000.00
Mupi 3,000.00 4 12,000.00
Radio Copy 5,000.00 1 5,000.00
Online Banner 2,000.00 8 16,000.00
SMS copy 1,500.00 1 1,500.00
Leaflet A4 (Recto Verso) 4,500.00 1 4,500.00
Press Kit (invitation, Gift pack, VIP gifts) 10,000.00 1 10,000.00
Phase 3: Tactical Campaign
Atallah Offerings 0.00 0 0.00
Press Ad - Half Page 4,000.00 4 16,000.00
Mupi 3,000.00 4 12,000.00
Radio Copy 5,000.00 4 20,000.00
Online Banner 2,000.00 8 16,000.00
2010©Brackets All Rights Reserved Overall Budget for All Phases SAR 253,000.00

[Media Plan]

•The media plan does not include any TV airtime booking and cost
•It also does not include the cost of radio and TVC production which will be charged
separately as invoiced and with a 15% Agency Management Fee.


SIZE CM X CL
TYPE TITLE SIZE LOADING % POSITION INSERTIONS RC COST (SR) DISC. % TOTALRC (SR) TOTAL NET (SR)
CM X COL (SR)
Half Page Color
Okaz Full Page Color 26.5 X 8 240 Inside Pages 4 50,880 25% 203,520 152,640
Al Watan Full Page Color 26 X 8 215 Inside Pages 4 44,720 20% 178,880 143,104
NEWSPAPERS

20X3 Color
Okaz 20X3 Color 20 X 3 360 Front Page 2 21,600 25% 43,200 32,400
Al Riyadh 20X3 Color 20 X 3 360 Front Page 2 21,600 25% 43,200 32,400
Al Watan 20X3 Color 20 X 3 310 Front Page 2 21,000 20% 42,000 33,600
14 159,800 510,800 394,144
Full Page Color
MAGAZINE

Sayidaty FULL PAGE COLOR INSIDE PAGE 1 34,604 20% 34,604 27,683
Laha FULL PAGE COLOR INSIDE PAGE 1 29,950 15% 29,950 25,458
Basim FULL PAGE COLOR INSIDE PAGE 1 9,800 20% 9,800 7,840
3 74,354 74,354 60,981
MBC - FM
RADIO

Afternoon 14:00 - 16:00 15 - Sec FIXED HOURS 20 1,714 7% 34,280 31,880
Evening Drive 17:00 - 00:00 15 - Sec FIXED HOURS 100 1,964 7% 196,400 182,652
Note: Fixed Every One Hour 120 3,678 230,680 214,532
Megacom
TOTAL Megacom 60 399,300 399,300 399,300
Mupi
OUTDOOR

TOTAL MUPI 160 303,000 303,000 303,000
TRUCK ADVERTISING
Jeddah Front H 1.2M X W 1.5M Back H 2M X W 1.8M Sides H 2M X W 3M 2 TRUCKS INSIDE CITY /CAMPAIGN 2 35,000 30% 70,000 49,000
Printing / Production 1 Visual Per Campaign 2 5,000 10,000 10,000
Total Truck 4 40,000 80,000 59,000
SMS
SMS

Kingdom Wide QTY 1,000,000 Mobiles 1 120,000 15% 120,000 102,000
1 120,000 120,000 102,000
TOTAL 358 1,100,132 1,718,134 1,532,957

Total Plan Cost 1,718,134 1,532,957
Note: 100% Advance payment Agency Fee 10% 153,296
2010©Brackets All Rights Reserved Total Billable Cost SR 1,686,253

[RADIO]

91

[Synopsis & Rationale]

• The idea behind the radio scripts is to make our messages more convincing and
believable. The scripts will include testimonials from family members who would give
their candid remark about their experiences at the park. People have been associated to
the Atallah Happy Land Park for years together. They recall fond memories of their
childhood, related to the park.

• Thus we are creating spots where a Radio presenter is taking first hand feedback from
families who are enjoying at the newly opened Atallah Happy land Park. Each script will
emphasize the plus points stressing upon emotional ties to the brand. There’s a feeling of
nostalgia and happiness to come back to the Happy Land, where he once enjoyed as a
child. One Family talks about the safety for their children. One father will be talking about
the variety of attractions for every member of the family. The other can talk about better
and more fun rides than other parks in Jeddah.


[Teaser]

Voice Over:

Introducing the latest entertainment in Jeddah!
Experience the grand opening show with your family absolutely Free!
Laser show, fire works, gifts and a program full of activities to entertain your whole family.
Log on to www.fun2gether.com now!
Get more info and be the first one to book your place.

We are bringing back Fun and Family together!


[Script]
Sound Effects: Sound of Children and all the family members screaming in a fun filled atmosphere.

Presenter: “Hello, Good evening everyone! I’m reporting live from Atallah Play land Park. The Park is open again with
new rides and exciting offerings for all the family members. You can hear in the background noise and excitement from
all the people who are enjoying themselves at Atallah. Let me ask this family who has just finished their ride on the
Tornado. “So what brings you to Atallah?

Father: I used to come to Atallah Happy Land myself as a child. So when I came to know that Atallah was opening again, I
got my family and friends to enjoy the weekend here.

Presenter: Let me ask your son. Which ride did you like the most?

Son: I like the bumper cars the most but now, I want to try “Dance party”

Presenter: What about your girls? What is their favorite?

Girl: Pirata! Father, take me there please…

Son: Come on Father, we want to go on another ride!

Presenter: Sorry, before I could get some more news, the family has vanished into the crowd. It’s crazy here. People
seem to be enjoying themselves everywhere. Everyone is happy! By the way, where are you? Wouldn’t your like to bring
your family here and join in the excitement?

VO: Atallah Happy Land Park… Bring back Fun & Family together!


[TVC]

95

Open on a family ready to go out in the
evening in their family car. Father asks his
children about their plan for the evening. Small daughter replies with an excited face Son replies with a firm expression.

VO: Father: So where do you all want to go? Small daughter: Train ride in the park. Son around 10 years: No! I want to go to
Father: OK! Ice-skating! Father: OK!

Eldest son shows interest in bowling. Mother questions and father replies Family enters Atallah Happy Land Park.

Eldest son: If you are not going to a bowling Mother: Why are you saying OK to everyone?
center, I’m not interested. Father: OK! We cannot visit all the places at once.
Father: Just be happy, everything will be fine.


Cut to small daughter enjoying her ride in a
Everyone is amazed to see such lot it has to offer. train while her mother is watching her enjoy. Father is skating with 2 boys in a ring.

Sound Effects & Music Sound Effects & Music Sound Effects & Music

Father and the whole family excited to see The whole family resting in cafeteria eating
the small boy hitting a perfect 10 score on a Father and mother are enjoying a ride on a their dinner together while the mascot is
bowling alley giant wheel. performing some tricks for the children.

Sound Effects & Music Sound Effects & Music Sound Effects & Music


Cut to shots of 4D theatre show and Kid’s Long shot of giant wheel with coloured
Cut to shots of family watching dancing fountain. entertainment. illuminated lights dazzling at night.

Sound Effects & Music Sound Effects & Music

Giant Wheel morphs into Atallah logo. Atallah Logo appears.

Sound Effects & Music Bringing back fun & Family together!


Complete Atallah Logo with Super appears. Cut to children back in the car. Everyone shouts in chorus

Sound Effects & Music Father asks, “Where do you want to go next “Atallah Happy Land!”
week end?


[CASTING & PHOTOGRAPHY]
Press Ads & Outdoor

100

[Casting & Photography Cost]
Casting
Concept 1 Concept 2
Description Quantity Rate/Day (SR) No of days Total (SR) No of days Total (SR)
Female Model 2 3,500.00 2 14,000.00 1 7,000.00
Male Model 4 2,500.00 2 20,000.00 2 10,000.00
Kid Model 3 2,000.00 2 12,000.00 2 8,000.00
Security Guard 1 1,000.00 2 2,000.00 0 -
Clown 2 800.00 2 3,200.00 0 -
Total Casting Cost
51,200.00 25,000.00
Photography
Concept 1 Concept 2
Description Quantity Rate/Day (SR) No of days Total (SR) No of days Total (SR)

Photography 1 5,000.00 2 10,000.00 2 10,000.00

Total Photography Cost 10,000.00 10,000.00

Casting & Photography Cost 61,200.00 35,000.00

15% Agency Management Fee 9,180.00 5,250.00

Total Casting & Photography Cost 70,380.00 40,250.00


[ONLINE –WEBSITE]

102

[2009-The Year of Social Networking]

• More than 350 million active users

• The fastest growing demographic is those 35 years +

General Growth

1 out of 7 use Facebook in KSA 14% of online population


[2010 Trends]


[Objective of Digital Strategy]

• Create awareness and hype of the newly renovated them park
• Explain Safety of new rides
• Acquire a large database of users
• Increase traffic to website
• Drive traffic to theme park (increase sales)
• Design, Build and maintain the main Theme park website
• Make use of Social media
• Make sure the site is always optimized in terms of SEO (Search Engine Optimization)
• To create capabilities to track marketing activities using Social CRM over time
• To create loyal surfers and subscribers


[Online Marketing]

1) Attract Visitors

4) Measure & 2) Convert Visitors
Optimize To customers

3) Retain & Grow
Customer


[Scope of Work]
Online Email
advertising Communication
creative management
Maintenance & development
Updates Social media
activation

Website Design Viral Activation

Content Online PR and
Development WoM
and coordination

Online Digital Scope of Reporting &
Strategy Work Analysis

Note: Does not include Media space only Strategy & Creative


[Online Digital Strategy]

• Consultation
• Digital Creative strategy
• Online Media Planning
• Digital Strategic Planning

4 meetings/month + Task + Plans


[Content Development]

• Copywriting
• Website Content development Arabic & English

20 A4 pages or (6,000 words) /month


[Website design]

• Web design
• Web programming
• Newsletter designs
• Create & maintain iphone app
• Database development
• Maintenance & updates
• Hosting & domain

Scope above is for per /year. Continuous development of website in important to
keep it always new


[Online advertising creative development]

• Campaign Creative
• Micro site design & development
• Interactive Flash Banners

Unlimited banner size adaptations Scope above is for per/month


[Email & SMS Communication management]

• Email reminders
• SMS reminders
• Newsletters
• Automated Mailers for registration
• Testing and Updating
• Maintenance

4 per month


[Social media activation]

• Onsite Search Engine optimization
• Offsite Search Engine optimization
• FaceBook Group
• Facebook networking
• Twitter
• Blogs

Updated 4 times month


[Viral activation]

• Viral campaign
• Viral Game e.g (treasure hunt)
• Viral Video

Updated Once per month


[Monitoring and Reporting]

•Keeping an eye on the website traffic Daily
•Google Web Analytics
•Addthis Analytics
•Server Logs
•Email Newsletter Statistics
•Reviewing the website statistics

Decisions will be taken to enhance and improve website on a regular basis

Analysis report will be done once per month


[Strategy]

• Phase 1 Introduction / teaser /Hype campaign

• Phase 2 Full website and Online Strategy


[Phase 1 – Strategy]

Teaser Campaign (1 month)
• Online Banners on (Maktoob, Yahoo, Google, Facebook etc…)

Micro Site
• Information
• Registration
• Viral Game
• Free Jeddah Guide download

Ongoing campaign analysis, measuring and optimization

Data filtering, winner selection


Home Page Minisite

Registration Page Minisite

Viral Game

[Phase 2 – Strategy]

• Full website

• Digital strategy


[International Theme parks]


[Phase 2]
Full Website
• News & Promotions
• Safety information
• Videos and Pictures
• Rides
• Park Guide
• Cartoon animations
• Mini Games
• Treasure Hunt
• Iphone Application
• Map to location, Lodging and parking info
• User feedback
• Multiple Language support
• Registration
• Content management System
Digital strategy


[Phase 2]

Full Website

Digital strategy
• Social Media (facebook, twitter, Youtube)
• SEO (Online & offline Google)
• Banners on Portals (Yahoo, Maktoob,)
• Sponsorship on niche specialized websites (Kooora, kids sites)
• Blogs
• News Articles monthly
• Monthly SMS reminders


[COST – Retainer Based]

Resource Allocation % Monthly Budget

Project manager 20% SAR 65,000 per month
Creative / Interface Designer 30% (After 3 months the scope
will be assessed)
Media / strategic Planner 15%
Multimedia Producer 50%
Programmer 40%
SEO/Marketing specialist/Copywriting 20%

*Allocation percentages will be reevaluated during the course of the project to determine effectiveness and scope.
*Costs are not final and are subject to change
*Licensing cost of proprietary software is not included


[Timeline]

Task Duration

1 Teaser Mini-site & Campaign 6 weeks

2 Main Website 12 weeks

Disclaimer: The given days are an estimation, the project timeline will subject to change


[OPENING EVENT]

129

[Entertainment Schedule]

• Guests Arrival in the parking area with a lot of light and skylights.
• Guests enter the park by walking on a water effect.
• Arrival in the center of the park where a big flame, light, laser show and dancing water
fountain will take place every two hours (to be defined).
• Inside the ice skating, a Laserman will perform a beautiful laser show.
• At the entrance of the food court people will walk on a logo effect.
• Some Artists will perform in the streets of the park.
• Event Closure.


[The Parking Area]

The Parking area

• When people will arrive near the parking, they will see 12 Skylights color synchronized
moving in the sky to attract the people and indicate the location.
• As soon as they will be in the parking, they will admire the wall of the park full colored
with gobos moving on it.


[The Entrance – Interactive Vision System]

• Interactive Visions is a reactive projection system that makes visual advertising more
dynamic and exciting.
• An Interactive Visions projection reacts to the presence of people in its vicinity.

Interactive Vision Projection via wall, floor or ceiling projection


[The Entrance – Interactive Vision System]

• Interactive Visions encourages playful communication between members of the
public & the projected messages or content.
• Interactive Visions also enhances interaction and communication.
• Insert your advertising message and let your potential customers interact with it to reach
your target.


[The Main Show]

• Every two hours, at the center of the park, a big show will take place.
• This show will include flames, light, laser and will play with the dancing fountain of the
park.
• All these effects will be full synchronized on a beautiful music.


[The Lasermen]

• The laser men will be located in ice skating area in a full dark place.
• The show will run three times during the night (to be determined in sequence with the
main show and other activities).
• The duration of one show is 7.30 min.


[The Street Artists]

• The Artists will be four or five performers who will act in the streets all around the park
and enjoy the people.
• They will be clowns, jugglers, acrobats, big monocycle…
• They will also attract the people to the centre of the park when the main show will start.


Type Description Qty. Duration TOTAL
Skylight colors 12 1 Day
Intelligent Moving Head Light Projector 575w Alpha Spot CP. 4 1 Day
Lighting System Parking Area DMX Intelligent Light Programming Controller. 1 1 Day 38,500.00
Color Wash unit with different Colors to add patterns on the wall of the entrance. 12 1 Day
Glass Gobos for Logo Projection. 4 1 Day
Prof. Loud Speaker PSR 230‐A 800w. w/Built in Amplifier 800w. ‐ FBT 8 1 Day
Speaker 2Way 12"Full Range Monitor/Speaker 8 Ohms‐500W. 8 1 Day
Sound Mixer 24 Channels 1 1 Day
Wireless Microphone Madonna 2 1 Day
Audio System Wireless Hand Held Microphone with Stand 2 1 Day 33,000.00
Hand Held Wire Microphone with Stand 2 1 Day
Amplifier 4 1 Day
Equalizer 31 Band 2 1 Day
CD Player Double ‐ Omnitronic 1 1 Day
Intelligent Moving Light Projector 1200w Golden Scan CP. 4 1 Day
Intelligent Moving Head Light Projector 575w Alpha Spot CP. 8 1 Day
Intelligent Moving Head Light Projector 575w. 4 1 Day
DMX Intelligent Light Programming Controller. 1 1 Day
Lighting System Inside the Park 66,000.00
Profile Halogen Light 600w. 12 1 Day
Color Wash unit with different Colors to add patterns inside the Ballroom. 12 1 Day
MH 700w with Patterns & Spots. 12 1 Day
Glass Gobos for Logo Projection. 4 1 Day
Alum. Mega Truss 52X95X40cm 20m long . 4 1 Day
Aluminum Mega Truss Motorized Chain hoist to left the truss. 4 1 Day 38,500.00
Base for Mega Truss 4 1 Day
Flame show 3 1 Day
Flame Show 99,000.00
Flights, Accommodations, Visa… 3 Days
Pure Light Laser 8 watt with many colors. 3 1 Day
Scanner Controller with PC Drive. 3 1 Day
Laser show 44,500.00
Fog & Haze Machine & Accessories. 3 1 Day
Programming Special Effects with Beams, Sheets, Cones, Fans, to be synchronized with Music 1 1 Day
Entertainment Effect 3 1 Day
Entertainment Effect Technician 1 1 Day 49,500.00
Lasermen (3 shows) 1 1 Day
Laserman Technician 1 1 Day 88,000.00
Videography Cost including Editing, 3 min Clip & Full Event Film. 3 23,100.00
Videography 27,500.00
Still Photography Cost. 2 4,400.00
Street Artist 4 88,000.00
Street Artists 88,000
Flights, Accommodations, Visa… 4
Cost 572,500.00
GRAND TOTAL Agency Management Fees (10%) 57,250.00
151 2010©Brackets All Rights Reserved TOTAL EVENT COST 629,750.00

[PUBLIC RELATIONS]

152

[Agenda]

• Background
• What do you want to achieve?
• How to achieve communications objectives?
• Communications programme
• PR Action Plan
• Media relations
• Consultancy
• Deliverables
• Account management
• Budgets & fees
• Case studies


[What we know about Atallah Happy Land Park?]


[Background]

•Atallah Happy Land Park (AHL) opened in 1986 and was one of the first amusement parks in
Saudi Arabia
•Atallah faced crisis in 2006 when a child died while enjoying one of the park’s rides
•AHL shut down for renovations, with a plan to launch in 2010 with more focus on security
and safety issues and facilities
•PR Agency was tasked to draft a PR proposal to support AHL official launch and marketing
activities with draft ongoing campaign


[What is the media saying]
We asked:
• What does Atallah Park mean to you?
• If you could recommend one thing to Atallah Parks Management what would it be?

• Closed without notice
• The only family entertainment center in • Dangerous, employees are not properly
Jeddah and the most beautiful, largest trained
entertainment for families • They must have special days for youth and
• I suggest that Atallah should learn from the children during the middle of the week thus
global village, Dubai and should contain the weekend should be for families only.
many places for all ages, young and old
Journalist from AAA Newspaper Journalist from Al Watan Newspaper

•At present there are no competitors in • I remember hearing stories of children
the market which is dominated by dying on rides and stabbings occurred
Alshalal and Atallah was always more fun regularly
for the entire family • They need to have properly trained
•Lack of maintenance employees as well as good maintenance on
• All games should be entertaining as was all there rides and finally they need to
the case in the past increase their parking lot
Journalist from Okaz Newspaper Journalist from Al Madinah Newspaper


[What do you want to achieve?]


[Communications Objectives]

 To support Atallah Happy Land Park marketing initiatives and events to attract visitors to
the park

 To build an awareness and educate the target audience around Atallah Happy Land Park
re-launch

 Develop a long-lasting and positive perception (image) around safety – (separate
moderations campaign to run in parallel with pre-launch activities)

 Encourage youth visitors to share their views & experience through digital PR

 Protect Atallah Happy Land Park reputation and act proactively should any issue arises to
prevent any potential crisis


[Target Audiences]

MEDIA

Onlines
Trade

International INFLUENCERS Newswires
Online Government
NGO’s
Ministry of Employees
Lifestyle Key
Education
Regional
Young Saudis
Red Cross 3-18 years

Consumer Aged Saudis Business
AHL Partners/ suppliers 19-50 years

Shareholders/
board members
Broadcast National

Financial


[Key Messages]

Atallah Happy Land Park and PR Agency need to tailor and agree key messages for the
upcoming launch, never the less, these messages may share the following:

• First sophisticated amusement park in Jeddah
• We have so much to offer generations of visitors
• A thrilling theme park from the past
• Safety & security focused; AHL appoint specialist security advisers who are bringing our
dreams to reality


[How to Achieve Com’s Objectives]


[Strategic approach]

• Media relations support to maximise marketing initiatives
• Moderations campaign to focus on past negative perceptions and safety
• Develop internal brand advocates
• Build a media relations campaign to increase the information flow and interaction with the
media
• Establish brand presence in the Saudi online community
• Communicate major Atallah Happy Land Park announcements, partnerships and
achievements
• Develop an issues management approach
• Provide ongoing monitoring & evaluate the program to maintain effective communications


[Communications Programme]

Building the foundation


[Research & Messaging]

To build a clearer understanding of the key messages of Atallah Happy Land Park and
current perceptions of the campaign we recommend:

• Messaging workshop, the objective is to clearly assess impact of current messaging
and agree on clear and consistent messages for Atallah Happy Land Park that will be
applied to all communication

• Media training, which will allow the testing of key messages, and make sure that
spokesperson/s is/are ready for media engagements


[Atallah Happy Land Park Press Office]

Monitoring & Evaluation
Specialist profiles Media Training and Briefings Market feedback

Platforms Issues Tracking
Speaking opportunities Proactive front foot
Conferences & exhibitions briefings

Materials Library Press Releases
Forward Features
Q&As, Bios, Profiles, Angles, stories for individual and
Features & Case Studies
Media contacts local market media
Reports & White Papers
local press office function


[Pre-Launch]


[Atallah Happy Land Pre-Launch Campaign]
To build a strong media platform, paving the way for the upcoming re-launch and to
communicate re-launch objective, tactics, and partners. A trivial focus on fixing negative
perception with a new spotlight on health, safety and security.

Follow Atallah Happy Land Park Online Re-Launch
Utilising (facebook, twitter, Atallah Happy Land Park website/forum...) and upload materials
from each ride, providing the opportunity for people to follow a virtual tour of the theme
park.

Activities should include:
Press-kit development: press release, bio’s, backgrounders, fact sheets and photo library
Event management: catering, photography & videography, media gift items and on the
ground support
Media relations: drafting media lists and invites, inviting the media, distribution of press-
kit and media monitoring & reporting


[Pre-Launch]

Generic Articles
PR Agency to draft a articles highlighting the main achievements/developments that was achieved
during the revamp, new security measures and health and safety

One-to-One Media Interviews
PR Agency to conduct 1-2-1 interviews (2 to 4) with local dailies for Atallah Happy Land Park
spokesperson with print and broadcast outlets

Press conference preparation
Booking venue, photographer & videographer, catering, media lists & invites, liaising with ad agency for
branding, securing media gift items and preparing/finalising press-kits


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