Luna Park Marketing Campaign Plan

This assignment requires you to develop a comprehensive plan for a promotional event at Luna Park, Melbourne. The plan should cover key aspects such as budget allocation, strategic timing, detailed execution strategies, and a robust measurement and evaluation framework to assess the campaign's success based on visitor numbers. The assignment emphasizes the importance of tourism marketing and its impact on revenue generation and economic growth.

Running head: MARKETING CAMPAIGN
Marketing Campaign
Name of the student:
Name of the University:
Author Note:

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Executive Summary
Tourism is one of the major industries in any country. It is important that tourism be given
adequate importance. Melbourne is one of the major tourist attractions in Australia. Out of the
various places of attraction, Luna Park attracts thousands of visitors every year, because of the
family amusement and attraction it provides. The marketing campaign plan of Luna Park is given
in this assignment.

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Table of Contents
Introduction......................................................................................................................................2
Background......................................................................................................................................2
Environmental factors......................................................................................................................2
Business conditions.........................................................................................................................3
Target market...................................................................................................................................3
Event objectives...............................................................................................................................4
Key message for the event...............................................................................................................5
Execution.........................................................................................................................................5
Measurement and evaluation...........................................................................................................6
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

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Introduction
Melbourne is one of the major attractions among the tourist visiting Australia. Melbourne
has a huge number and variety of places of tourist interest that is able to cater to the choice of
people of every age and interest. Among the various national art galleries, zoos, museums and
theme parks, Luna park is at the top of the list. The Luna park is a historic amusement park that
is located at the foreshore of Port Phillip Bay. The park was opened back in 1912. This park is
considered to be the ultimate family destination in Melbourne. This assignment highlights a
marketing campaign plan of Luna Park, along with highlighting the background, environmental
factors, business conditions, target market, event objectives, key message for the event,
execution, measurement and evaluation of the campaign plan.
Background
The Luna Park is one of the major attractions of Melbourne. Located beside the St. Kilda
beach, the park offers a galaxy of amusement and entertainment to people of all ages, with
special interest for the children and youths. The park attracts thousands of visitors everyday and
the park remains over crowded on public and national holidays. The park has various theme
based rides that attracts the huge number of customers. This park has been operational since
1912. However, with modernization and advancements in technology, the rides in the park have
also been modernized to match the demand of the visitors (Gardiner, Grace & King, 2014).
Various themed rides have been introduced, such that the visitors are able to identify the rides
with various popular fictitious characters and movies or stories.
Environmental factors

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The environmental factors have a key role to play in the tourism industry of Melbourne.
The environmental factors include the maintenance of the sustainability factors such that the
theme park is able to operate without disrupting the environmental balance (Amelung &
Nicholls, 2014). The decrease in the use of the conventional energy, along with the use of the
solar energy for the rides in the Luna Park, could be effective in maintaining environmental
sustainability. Moreover, since the rides in the Luna Park are open air, hence turbulent and
adverse environment might cease the effective smooth operation of the rides in the park.
Moreover, adverse climatic conditions might make the rides in the Luna Park, accident-prone.
Thus, the environmental factors have a significant effect on the overall tourism of Melbourne
and on the Luna Park.
Business conditions
The business conditions of Luna Park Melbourne includes the strength and opportunities
that results in enhancement of the business. The strength of Luna Park is the high level of
entertainment that it provides to its visitors. Morover, the park is a family nntertainment place
and people of all ages come here to enjoy the various rides. Since the Luna Park Melbourne is
one of the kinds, hence competitions among the various theme parks are less, giving the park
opportunity to attract more number of visitors. Moreover with the technological advancement,
the park has updated its rides thus, being technically updated. This also attract more visitors as
they are able to experience something which is rare in Melbourne
Target market
The target market highlights the customers who are targeted by the business. In case of
the Luna Park, the target market includes people of all ages. However the youth and the children

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enjoy themselves the most in the Luna Park. This is a place of family entertainment and hence
the target market includes the family of the people living in Australia as well as thousands of
visitors who visit Melbourne every year (Ruhanen, Whitford & McLennan, 2015). However, the
park chooses the children and the young people at the target customers who are accompanied by
their parents or family. The target audience for this event are the people who regularly visit the
park as well as the people who visit other similar theme parks.
Event objectives
The objectives of this even are as follows:
 To promote the Luna Park
 To ensure that more visitors visit the park
 To enhance the business of the Luna Park
The above mentioned objectives are SMART.
S- specific- The objectives a specific because with the promotion of the event of Luna Park are
likely attracted more visitors to the Luna Park
M- Measurable- The objectives are measurable since with the increase in the number of visitors
for enhancement in the business of Luna Park could be measured (Reisinger & Turner, 2015).
A- Attainable- The objectives are attainable. This is because with the success in the promotional
event the enhancement in the business of Luna Park could be attained.
R- Realistic- The objectives are realistic, it is not impossible to achieve. The objectives that are
set by the event will result in the enhancement in the business of Luna Park if more visitors visit
the park.
T- Time based- The objectives time based since within a specific time the objectives could be
achieved.

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Key message for the event
The key message for the event should be “live life to the fullest here”. This message
could be the unique selling proposition USP for the event. This is because the Luna Park one of
the most entertaining and tourist attractive places of Melbourne (Perez, Duncan & Bossomaier,
2014). People coming to this park can enjoy the day to the fullest, irrespective of the age and the
interest they have. Thus, the key message for the promotional event of Luna Park could
appropriately be “live life to the fullest here”.
Execution
a. Communication channels
The communication channel includes the promotion of the event through various
promotional media. Print media as well as broadcast media could be used communication
channel. Social networking sites is a good media of promotion since most of the customers are
active in the social media and social media and the social networking sites can also be used as
communication channels (Reino & Hay, 2016). Leaflets could be distributed in the places that
are mostly visited by the people such as the market places. Word of mouth is also an essential
communication channel for the promotion of the event of Luna Park. The potential customers
could also be communicated using email or shorthand messaging services.
b. Message sources
The message sources have to be reliable. The message source of the promotional event
should be the people conducting the promotional event. News of the promotional event could

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also be printed in the reliable newspapers and magazines to make it authentic and attract more
visitors
c. Timing, budget, legality and execution
It is important that a suitable budget is allocated for conduction of the promotional event
of Luna Park. A budget of 1000 dollar would be appropriate for the conduction of the
promotional event. The budget allocation should be done considering the activities that need to
be carried out as a part of the execution of the promotional event. The timing of the promotion
has to be a favourable one (Hall, 2014). A day of national holidays should be chosen for the
promotional events such that all schools and offices remain closed and the potential visitors
could be present at the promotional event does making it a success. Planning is an essential part
of the execution. Each member of the execution team has to carry out the allocated duty
successfully so that the promotional event is successful in achieving its objectives.
Measurement and evaluation
Once the marketing campaign of the Luna Park is completed successfully, it is essential
that the effectiveness of the event is measured and evaluated. Since the event was a marketing
campaign of Luna Park , hence the measurement of the success lies in the increase in the number
of visitors visiting the park every day (Gartner, 2014). If the number of visitors visiting the park
witnessed to be increased remarkably then it could be concluded that the promotional event is a
grand success. However, if the number of visitors does not increased and enhancement in the
business of Luna Park is not seen, then the promotional event of Luna Park cannot be considered
as a grand success. If the promotional event results to be a major success then, strategies are to

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be adopted such that the success could be retained. However if the promotion event is not a
success then a revised marketing campaign of Luna Park has to be planned.
Conclusion
Tourism is one of the major industries of any country. Melbourne is one of the major
tourist attractions of Australia. Among the various places of tourist interest, the Luna Park of
Melbourne is one of the mostly visited tourist places. It is important that the business of the
Luna Park be enhanced. The success of the promotional event will result in the increase in the
number of tourists visiting the park. With the increase revenue of the park it can upgrade its
technology and introduce new ride to attract even more number of tourist as well as enhance the
economy of the country.

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References
Amelung, B., & Nicholls, S. (2014). Implications of climate change for tourism in
Australia. Tourism Management, 41, 228-244.
Gardiner, S., Grace, D., & King, C. (2014). The generation effect: The future of domestic
tourism in Australia. Journal of Travel Research, 53(6), 705-720.
Gartner, W. C. (2014). Brand equity in a tourism destination. Place Branding and Public
Diplomacy, 10(2), 108-116.
Hall, C. M. (2014). Tourism and social marketing. Routledge.
Perez-Mujica, L., Duncan, R., & Bossomaier, T. (2014). Using agent-based models to design
social marketing campaign. Australasian Marketing Journal (AMJ), 22(1), 36-44.
Reino, D., & Hay, B. (2016). The use of YouTube as a tourism marketing tool.
Reisinger, Y., & Turner, L. (2015). Cultural Marketing for Asian Tourism into Australia.
In Proceedings of the 1998 Multicultural Marketing Conference (pp. 535-535). Springer,
Cham.
Ruhanen, L., Whitford, M., & McLennan, C. L. (2015). Indigenous tourism in Australia: Time
for a reality check. Tourism Management, 48, 73-83.