Integrated Marketing Communication Plan for Luna Park

The report establishes an integrated marketing communication plan for Luna Park, analysing internal and external environment, SWOT analysis, communication objectives, budget allocation, creative strategy, media strategy and coordination of IMC plan.

Running head: INTEGRATED MARKETING COMMUNICATION PLAN
Integrated marketing communication plan
Name of the student:
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Executive summary
The subsequent report is on the establishment of integrated marketing communication plan
for Luna Park. The following report analyses the internal and external environment of this
age-old Australian theme park. The results of the analysis will help enable to establish a well-
thought out strategy and integrated marketing communication plan. The purpose of this report
is to increase the rate of profit of the amusement park along with increasing the number of
visitors to this popular amusement park. A SWOT analysis will also be conducted in order to
identify the key aspects where the amusement park needs to improve and develop. The report
also includes an approximate budget plan for giving a rough idea about the areas of
expenditures.

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Table of Contents
Executive summary....................................................................................................................1
Introduction................................................................................................................................3
Situation analysis.......................................................................................................................3
PESTLE..................................................................................................................................4
Porter’s Five Forces...............................................................................................................5
SWOT analysis.......................................................................................................................6
Communication objectives.........................................................................................................7
Budget allocation.......................................................................................................................8
Creative strategy.........................................................................................................................8
Media strategy and coordination of IMC plan...........................................................................9
Evaluation of IMC plan............................................................................................................10
Conclusion................................................................................................................................11
References................................................................................................................................12

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Introduction
Theme parks have been a highly popularised tourist spot that majority of population
enjoy and visit. Keeping up with the trend of theme and amusement, Luna Park is an age old
themed amusement park that have been one of the popular tourist spot in Sydney and
Melbourne. This fun filled amusement park opened its door in Sydney and Melbourne in the
year 1912 and 1935 respectively and since then it has been one of the favourite tourist spot
for family and friends (Luna Park, 2018). The park offers a variety of fun filled rides along
with extensive space where tourists could enjoy a nice day out with their family and friends.
Apart from the range of rides this theme park situated beside the picturesque location of
Sydney Harbour Bridge, offers a variety of function rooms for hire and venues for organising
kids’ parties, events and many more. The iconic giant moon door entrance of the park attracts
thousands of tourists all through the year.
In the subsequent report, a well thought out Integrated Marketing Communication
Plan is established for Sydney and Melbourne’s Luna Park. For the purpose of enhancing the
business and attracting a wide range of tourists, the various elements of integrated marketing
communications is discussed (Valos et al., 2016). Initially, the situation analysis of the theme
is discussed with the help of which the areas of improvement and potential threats is
highlighted. Later, based on the analysis marketing objectives and strategies are established.
The report even contains an approximate budget plan with the help of which this iconic park
could increase its sales and provide thousands of visitors with satisfactory service.
Situation analysis
In order to understand the key aspects of internal and external environment, a
situational analysis is performed. This helps the company or organisation to understand its
customers and also identify the areas of growth and improvement (Morse et al., 2016).

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Furthermore, the situational analysis helps recognise the strengths, weakness, opportunities
and potential threats of a specific company.
For understanding the key aspects where this iconic amusement park needs
improvement, a situational analysis is discussed below for Luna Park Sydney and Melbourne.
The results from this analysis helps in constructing the marketing objectives and strategies.
Therefore, with the implementation of which the park will be able to attract more tourists and
achieve the organisation’s set goals and objectives.
PESTLE
A PESTLE analysis is conducted upon the Luna Park Sydney and Melbourne for
analysing the various factors that affect the functioning of the park.
Political factors: The Australian government implies certain standards by which the all the
amusement parks have to abide by. Therefore, Luna Park as well have to abide by these
standards. One of the key standard that the government implies over all such theme parks are
to follow a set of safety standards and guidelines that enables safe usage of amusement
device and other entertainment devices used in such amusement parks (Salamat Ullah
Bhuiyan & Banik, 2013). These safety standards issued by the Australian government are
implied upon not just upon the owners of the Luna Park instead on each and every associated
members of the theme park. Therefore, any change in these guidelines could affect the
functioning of the Luna Park as well.
Economic factors: In past few years the amusement parks have performed poorly and as a
result of which the industry revenue have decreased by 6.8% in 2016-2017 (Amusement
Parks and Centres Operation – Australia Industry Report | IBISWorld, 2018). This decline in
revenue have affected the tourist turnover rate as well the sales of the Luna Park

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tremendously. However, the situation has been predicted to develop in the coming years by
3.5%.
Social factors: It has been observed that the current society are more enthusiastic towards
leading a fun filled lifestyle (Bourdieu, 2013). Therefore, a theme park such as Luna Park that
offers its visitors a fun filled adventurous experience surely have an advantage in attracting
huge amount of visitors towards it.
Technological factors: Technology has its influence in every field of industry (Jones,
Buntting & de Vries, 2013). Hence, theme park such as Luna Park is heavily influenced by
the innovation that the advanced technology brings in time to time. Therefore, in order to
keep up with the latest technological trends and provide consumers with maximum
satisfaction, Luna Park is heavily affected by the technological factors.
Legal factors: Nowadays people all over the world are extremely concerned about the
companies following legal the aspects (Cotterrell, 2017). Therefore, in order to maintain the
success of the Luna Park, it is strongly influenced by the legal factors of the state.
Environmental factors: It is evident that in recent time the world has been concerned about
maintaining a balance between the environment and providing consumer satisfaction (Wu,
2014). Therefore, Luna Park as well is heavily influenced by the environmental factors.
Safeguarding the environment and meeting safety guidelines are the key factors that the Luna
Park has to abide by.
Porter’s Five Forces
The Porters Five Forces framework is used to analyse the competitive intensity of the
Luna Park.

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Competitive rivalry (High) – Even though Luna Park is one of the most iconic amusement
park and is highly popular tourist spot among visitors, in recent times, the amusement park
faces some tough competition. At the moment, the Luna Park holds fifth positon among the
top ten theme parks of Australia (Zerlang, 2018). The main competitors of Luna Park are
Adventure World, Dream World, Jamberoo Action Park and so on. Therefore the level of
intensity from competitive rivalry is significantly high.
Potential of new entrants (Low) – At the current moment, there are no major competition
from the new entrants in the theme park industry. Therefore, the intensity level of new
entrants is relatively low for Luna Park.
Power of suppliers (Low) – Since Australia is famous for its numerous tourist spots, the
number of suppliers providing resources for theme parks are many in number. Therefore, the
level of intensity from suppliers is low.
Power of consumers (High) – The level of competition among theme parks is comparatively
high in Australia (Birenboim et al., 2013). There are many other theme parks apart from Luna
Park that offer similar services hence, the consumers or tourists have plenty of options to
choose from and as result of which Luna Park have to persuade the consumers to attract
towards itself. Therefore, the level of intensity of consumers is high in this scenario.
Threat from substitute or similar services (High) – Australia have extensive establishment
of tourist spots spread across the nation. Apart from theme parks such as Luna Park it even
has interesting and adventurous tourist spots where visitors could have similar experience.
This increases the level of intensity from substitute services.
SWOT analysis
Now for analysing the internal environment of Luna Park a SWOT analysis is
conducted.

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Strengths – The location where the Luna Park is situated both in Sydney and Melbourne
respectively is a highly favourable location where thousands of tourists visit every day. In
addition to this, Luna Park has been in the market over a long period and therefore, have the
advantage of building a good reputation with the local communities as well as other sponsors.
The architecture and unique entrance serves as an attracting attribute for this theme park. The
huge moon shaped entrance attracts thousands of visitors towards the theme park.
Additionally, the theme park offers a variety of age appropriate rides that have the capability
of attracting a wide range of consumers.
Weaknesses – The price range for unlimited ride is comparatively high in Luna Park and as a
result of which only attracts elite consumers. Apart from this, some of the rides present in
Sydney Luna Park have high noises and this disrupts the local communities surrounding the
park. In addition, the Luna Parks troubled history of shutting down gives a weak reputation
for the theme park and arises questions among investors that are willing to do business.
Opportunities – The theme park with its popular reputation have the opportunity to attract
more visitors towards the theme park. Additionally, being among the top ten theme park,
Luna Park have the opportunity to expand its popularity on a larger scale.
Threats – The recent accident that took place in Dream World, Gold coast have given rise to
lot of concerns among tourists about the safety standards of amusement parks. This concern
in the minds of consumers poses as a major threat for Luna Park as well.
Communication objectives
There are a set of objectives that the Luna Park have to address in order to increase
the rate of success. These objectives are as follows –
i. The first and foremost objective of Luna Park would be to create awareness among
the consumers about the range of services and fun filled rides that the theme park

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offers. Therefore repeated campaign must be initiated in order to make the brand
aware among the potential consumers that are the senior demographic population
(Duffett, 2015). In addition to this, the theme park must highlight the sustainable and
safety approach of providing services to its targeted consumers.
ii. The second objective of Luna Park would be to disseminate the needful information
related to the theme park. Therefore, with the help of online media and other
advertising tools the organisation will spread the information regarding Luna Park
(Hays, Page & Buhalis, 2013).
iii. The third objective would be to project an image or a reputation of Luna Park among
the tourists or visitors. Luna Park aims to provide its visitors a fun filled and
adventurous experience, therefore, it must project similar image with its consumers as
well.
iv. The fourth objective would be to create a feeling of desire among the consumers or
visitors for the purpose of attracting maximum number of visitors towards the park.
Budget allocation
A wide range of marketing strategies and promotional tools would be adopted in order
to fulfil the above mentioned objectives. Therefore an estimated budget of $5000000 would
be considered for fulfilling various objectives. The social media marketing campaign would
have an estimated budget of $75000. Additionally, other advertisement tools such as online
advertisements, hoardings, and newspaper advertisements shall have an estimated amount of
$55000. Apart from this, a promotional event will be held that shall have an estimated budget
of $150000. The remaining amount will be allocated for PR events and other miscellaneous
activities.

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Creative strategy
It has been observed that the senior age group are tough consumers to attract as they
are concerned about the safety measures of theme parks (Horner & Swarbrooke, 2016).
Therefore, in order to attract them and clear their misconception a free visit day will be
initiated where a senior citizen along with one grandchildren will be given a free tour of the
entire park. The various safety measures that the Luna parks adopt shall also be demonstrated
to them by the Park’s trained professionals. This strategy shall help clear the misconception
among senior age group visitors and may increase the number of visitors.
Another creative strategy that the theme park shall adopt is combining the power of
social media along with promotion. The visitors of Luna Park shall post a selfie with the
hashtag “#letthefunbegininlunapark” and post it on social media platforms such as Facebook,
Twitter and Instagram. Every week five lucky winners from this hashtag contest would be
selected and will be provided with exciting gift vouchers and other prizes. This contest will
enable the other potential consumers with the feeling of need to visit the park as the selfies
posted by other visitors will reflect a good time that they had visiting the park. This strategy
will also be useful to attract consumers towards the theme park and additionally will give out
an image that the park intends to imply on the market and on the consumers.
Media strategy and coordination of IMC plan
The social media campaign will be conducted for promoting the central theme of the
Luna Park and therefore, the main message of this campaign would be “Let the fun begin”. It
is observed that in recent times, the use of social media platforms are in high demand
therefore, creating event page in all the major social media platforms such as Facebook,
Twitter, Instagram will be initiated (Leung, Van Hoof & Buhalis, 2013). In addition to this,
the events that will be conducted in the theme park along with the promotional event will be

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broadcasted live in the official YouTube page of Luna Park along other social media
platforms. Additionally, pop up advertisements will be established in all the major searching
sites. This will create exposure regarding the brand and will promote the variety of services
that Luna Park offers.
Apart from this, since Luna Park’s main target customers are children and young
adult, advertisements and promotional events will be held in schools and colleges. The
students will be provided with vouchers and other offer tickets so that the park could attract
maximum visitors and achieve the key objectives set up by the theme park.
Apart from this, the official pages of Facebook and Twitter will be conducting polls
that will ask the consumers to choose the services that they liked the most during their visit to
the park. This online poll system will help the park to recognise the popular ride and services
of their park and make necessary amendments where they require to improve.
Evaluation of IMC plan
The above mentioned IMC plan will be able to address the key potential consumers
that are the senior age group. Apart from it the creative strategy that is intended to focus on
the potential consumers is an appropriate fit. Since, in past few years the amusement parks
have garnered a bad reputation regarding the safety measures adopted by them. Therefore, the
above mentioned creative strategy will help diminish those concerns and shall help open up a
new consumer base for the theme park. In addition to this, the media strategy that the Luna
Park shall be adopting will focus on all the major social media platforms. Now in
contemporary times, social media platforms are a great way with the help of which
organisations and companies advertise and promote their services and products. Similarly,
Luna Park shall be adopting social media marketing campaign that will enable the
organisation to reach out to maximum number of consumers.

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Conclusion
From the above discussion it can be concluded that the Luna Park have been one of
the most well recognised theme park in Australia. However, in recent times, as a result of the
competitive market and certain safety concerns the industry revenue of amusement parks
have decreased and thus, affecting the profits of Luna Park Sydney and Melbourne. However,
the situational analysis conducted upon the theme park brought put some highlighting
outcomes that enabled to structure out an integrated marketing communication plan for this
amusement park. The key communication objectives are enumerated and accordingly the
various creative, media, marketing strategies are planned out for increasing the sales and
building the brand name of the Luna Park. In addition to this, an estimated budget allocation
is also planned out for structuring various expenditures that the Luna Park has to initiate for
operating the integrated marketing communication plan.

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References
Amusement Parks and Centres Operation – Australia Industry Report | IBISWorld. (2018).
Retrieved from https://www.ibisworld.com.au/industry-trends/market-research-
reports/arts-recreation-services/amusement-parks-centres-operation.html
Birenboim, A., Anton-Clavé, S., Russo, A. P., & Shoval, N. (2013). Temporal activity
patterns of theme park visitors. Tourism Geographies, 15(4), 601-619.
Bourdieu, P. (2013). Distinction: A social critique of the judgement of taste. Routledge. 195-
207.
Cotterrell, R. (2017). Law, culture and society: Legal ideas in the mirror of social theory.
Routledge. 156-168.
Duffett, R. G. (2015). Facebook advertising’s influence on intention-to-purchase and
purchase amongst Millennials. Internet Research, 25(4), 498-526.
Hays, S., Page, S. J., & Buhalis, D. (2013). Social media as a destination marketing tool: its
use by national tourism organisations. Current issues in Tourism, 16(3), 211-239.
Horner, S., & Swarbrooke, J. (2016). Consumer behaviour in tourism. Routledge. 75-88.
Jones, A., Buntting, C., & de Vries, M. J. (2013). The developing field of technology
education: A review to look forward. International Journal of Technology and Design
Education, 23(2), 191-212.
Leung, D., Law, R., Van Hoof, H., & Buhalis, D. (2013). Social media in tourism and
hospitality: A literature review. Journal of travel & tourism marketing, 30(1-2), 3-22.
Luna Park. (2018). About Luna Park - Luna Park. Retrieved from
https://lunapark.com.au/park-info/about-luna-park/.

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