Category: Integrated Marketing Campaign - IAAPA

Category: Integrated Marketing Campaign

Introduction
KidZania is a 100% Mexican “edutainment” concept (education and entertainment) where children aged 2 to 16 play
the roles of adults, performing more than 90 professions and jobs, in a scaled-down city that reproduces the sectors
that can be found in any city: services, commerce, industry, communications and transportation, among many others.
Our business partners bring great realism to the concept by sponsoring the different establishments in the city, where
participative activities take place and new and unique experiences are created. Children can always find something
fun to do!
KidZania was founded on September the 1 st , 1999 under the name La Ciudad de los Niños, and has welcomed more
than 8.5 million visitors ever since. It has more than 60 marketing partners, AAA multinational companies and local
leaders. The success of the concept brought forth a company expansion process, for which it became necessary to
create a name and an image that represented the concept of La Ciudad de los Niños. This is how the KidZania
Nation was born, with its own history, government, national symbols, currency, culture, traditions and monuments.
Thanks to the consolidation of the concept in Mexico, KidZania overcame boundaries, inaugurating its first center
abroad, KidZania Tokyo in Japan in 2006, followed by KidZania Jakarta, Indonesia, in 2007. During 2009, three
inaugurations took place: KidZania Lisbon in Portugal, KidZania Dubai in the United Arab Emirates and KidZania
Seoul in South Korea. This year, KidZania Cuicuilco will open its doors in southern Mexico City, as well as KidZania
Santiago, in Chile. The openings of KidZania cities in Kuala Lumpur, Cairo, Jeddah, Kuwait City, Mumbai and São
Paulo are expected to happen during 2012.
2

Background Information
•Name of Facility: KidZania Santa Fe
•Location: Centro Comercial Santa Fe Local 1, Av. Vasco de Quiroga 3800, Mexico City 05109. Mexico.
•Annual Attendance: +800,000 visitors
•Facility staff: Full time 267, part time 689, and 51 seasonal employees
•Year founded: 1999
• Notable achievements
KidZania is the first center of edutainment in the world. Its concept has been successful on a national level as well as
internationally, with franchises in Japan, Indonesia, South Korea, UAE, Portugal. In a not so distant future, KidZania
will open in cities such as Kuala Lumpur, Cairo, Jeddah, Kuwait City, Mumbai and São Paulo. KidZania has been
awarded several recognitions with a worldwide importance and ranked internationally as one of the best corporations
of its kind.
• Number of attractions
• 1999 La Ciudad de los Niños
• 2006 KidZania Monterrey / KidZania Tokyo
• 2007 KidZania Jakarta
• 2009 KidZania Koshien / KidZania Lisbon
• 2010 KidZania Dubai / KidZania Seoul
• What is your attraction’s unique selling point
The first to offer activities based on the oldest game of all time: role-playing
3

Marketing Information
Primary target market: ABC+, Kids
Secondary target market: Families in the suburbs and nearby cities
Competitive Media Market: El Papalote Museo del Niño, La Granja de
las Américas
Any other relevant information: KidZania has more than 60 Marketing
Partners. The relation between both parties is one of a kind, since in
KidZania the children not only see the brand, but play with it. For example
in the Domino’s pizza establishment, children make the pizza, put it in a
box and take it home, achieving a permanent and positive impression of
the brand on the children.
4

Success Measures
We measured the success of the Marketing Campaign with an
Attendance Increase and Revenue growth of 9% during July 2011
compared to July 2010.
KidZania was greatly harmed therefore this campaign has been a
great and effective way to remind people that KidZania is the best
place for the kids to learn and have fun.
5

Integrated Marketing and Digital Marketing Campaign
Campaign Information
Concept and rationale:
Generate curiosity in the children that don't know the concept of KidZania
and to those who do know, remind them that KidZania is a cool place that
they can identify with.
Target market:
We were hoping to reach our primary target which is ABC+. At the same
time, we wanted to raise the interest and curiosity of people from Mexico
city, offering a renovated product and image.
6

• Objectives:
Brand's positioning, to maintain a favorable attendance expectation for the season, to promote a repetition visit
through attractive discounts and crossed promotions and to create synergies with marketing partners.
• Execution:
• With the aim to reinforce brand’s positioning and to generate brand awareness, we did a survey to know what
children like best at KidZania.
• A descriptive investigation was realized by qualitative approach, to know the opinion the children between 4 and 12
years, of NSE A/B, C + and C that visited KidZania Santa and KidZania Monterrey during the last 2 weeks of April. In
total, they were 270 children in Santa Fe and 180 children in Monterrey.
• Question: Which is the first word that comes to your mind when I say KidZania
• Summarizing, the 3 words more mentioned by children:
• JUEGOJUEGA (PLAY)
Integrated Marketing and Digital Marketing Campaign
• DIVERSIÓN DIVIÉRTETE (FUN)
• APRENDO APRENDE (LEARN)
Campaign Information
• The campaign was then formed after these 3 words to communicate our main value offering, which it is integral
children education in a fun way, using an own image with easy implementation and based on our visitors’ experience.
The campaign used different media and supports, like TV, radio spots, print, outdoors and online advertising.
7

Print Advertisement:
Magazines
• There were 3
different inserts in
Editorial Armonía,
(a Mexican
publishing
company) and had
a discount insert of
KidZania in 3
magazines during
August 2011
(BARBIE, KENA
CARTOON).
8

Advertisement: Magazines
9

Advertisement: Magazines
10

Advertisement: Newspapers
There were 4 inserts in a special Kids
supplement in the most selling newspapers in
Mexico (Reforma, Publimetro, El Norte, Sierra
Madre) and it included an attractive admission
discount KidZania.
11

Advertisement: Newspapers
12

Outdoor Advertisement: Billboards
13

Outdoor Advertisement: Billboards
14

Outdoor Advertisement: Billboards
15

Outdoor Advertisement: Mobile Billboards
16

Outdoor Advertisement: School Buses
17

TV Spot
18

TV Spot
19

Sample radio spot
Click to play
Click to play
•Sample of
radio spotgirl
version
•Sample of
radio spotboy
version
20

Sample radio spot
Click to play
Click to play
•Sample of
radio spot-girl
version
•Sample of
radio spotboy
version
•Coca-Cola added to the campaign with 830 radio spots on the following radio stations:
Digital 99.3 FM / Mix 106.5 FM / Exa 104.9 FM / Beat 100.9FM / Oye 89.7FM
21

Promotions
-Promotions
-Mom’s book is a Mexican mom
agenda that included in all their
copies, an insert with a $30 discount
for the park's admission.
22

On-line Advertising
Click to go
Click to go
Click to go
23