Marketing and Branding

Theme park marketing works best when it tells the park's own story. At Mast Parks, marketing and branding is built from the park's theme and concept.

Marketing works best when it tells the same story as the park. Marketing and Branding builds it from the theme. Mast Parks runs theme park marketing and branding for new and existing parks: we manage pre-launch activity, and we use the park's story, theme and concept to generate footfall. Where a park needs a name and an identity, we create those too.

The service sits in the Launch and Growth stage of the 13 Mast Parks services. It follows Operations Planning and comes before Merchandising. It begins before opening, because a park needs people to know about it on the day the gates open.

Naming and logos

A park's name and logo are the first things a guest sees. Mast Parks creates names and logos that come from the park's story, so the identity belongs to the theme. This matters most for new parks, which start without any recognition.

Pre-launch activity

Pre-launch is the period before opening. Mast Parks manages the activities that build awareness and expectation, so that interest is already there when the park opens. On projects such as Jungle Adventures and Nicco Park, the methods include digital, social and traditional offline media, with direct marketing at schools, colleges and mass gathering places such as malls and festivals.

Story-led marketing

The park's story, theme and concept are the base of its marketing. They give the park something to say that other parks cannot say. A park with a clear story can be described in a sentence, shown in an image and remembered by a child.

Generating footfall

The goal of all marketing is footfall: guests who come, enjoy the park and return. Marketing and branding aims at this through the story, and it works hand in hand with operations, because a park that serves its guests well gains from word of mouth.

Existing parks

For parks that are already open, marketing can begin with the existing brand. The work may refresh the story, bring the marketing into line with a new theme, and address the footfall.

An owner brings the concept, the theme and the opening plan, along with a marketing budget and the channels the owner already has. Existing parks bring their records of who visits and when.

The owner receives a brand and a marketing plan that follow the park's story: the name and logo where needed, the pre-launch activity and the launch plan.

Mast Parks does not promise visitor numbers. Results depend on the site, the concept and the market.

Theme park marketing is needed before a park opens, and again when an existing park wants more visitors.

Marketing and branding is used by private landowners, existing park owners, family businesses, government and tourism bodies, and temples and religious trusts. It applies to all eight park types, and to new and existing parks.

Mast Parks created the naming and logos for Jungle Adventures, where the work also included marketing and branding for an adventure park in a tea estate. It named a Mast water park in Rajasthan.

At Nicco Park, Mast Parks worked on improving footfall through marketing and operational efficiencies. On the work included park marketing, and at Dreamasia it included operations and marketing consultancy.

Marketing at Jungle Adventures and Nicco Park has used digital, social and traditional offline media, along with direct marketing at schools, colleges and mass gathering places such as malls and festivals.

• What is the park called? The name should carry the story.
• What does the park say about itself? The key messages come from the theme.
• When do we start? Pre-launch activity should begin early enough to build interest.
• Where do we spend? The budget goes to the channels that reach the audience.
• How do we keep guests coming back? Events and content keep the story fresh.

Marketing that is not connected to the park's story talks about the same things as every other park: rides, prices and offers. It gives guests little reason to choose this park. Marketing that promises something the park does not deliver damages trust. Story-led marketing avoids both: it says what the park really is, and the park delivers it.

• Footfall. The number of guests who visit.
• Pre-launch. The period before a park opens.
• Brand. The name, look and story by which people recognise the park.
• Story-led marketing. Marketing built from the park's own story and theme.
• Concept. The idea for the park.

Owners get more from this service when they arrive with answers, or at least with a view, on the points below. None of them needs to be settled in advance, and Mast Parks can help to settle them.

• What is the opening date?
• What is the marketing budget?
• Which audiences matter most?
• Which channels does the park already use?
• What should the name and identity convey?

Mast Parks organises its work as 13 services in four stages, listed here in the order a project usually follows. Marketing and Branding is shown in bold. An owner can start at any stage, but each stage builds on the one before it.

• Concept and Planning. Feasibility Studies, Financial Planning, Concept Creation, Theme Development.
• Design and Execution. Master Planning, Architectural Designing, Project Management Consultancy.
• Rides, People and Operations. Ride and Attraction Planning, Team Hiring and Training, Operations Planning.
• Launch and Growth. Marketing and Branding, Merchandising, Content and Events.

Most owners use several of these services together, and some use the full set from idea to opening. See all 13 on the services page.

Mast Parks works with the owner at each step. The owner approves the work before it moves to the next stage, and revisions are part of the process. The owner knows the site, the region and the ambition. Mast Parks brings experience of designing and delivering parks across eight park types. The best results come when the two work as one team, with decisions made quickly and in the open.

To start a conversation, use the contact page. Mast Parks will ask about the site, the park you have in mind and where you are in the project.

Before opening, marketing builds anticipation. It tells people the park is coming, what it will be and why it is worth visiting. After opening, marketing shifts to what guests have actually experienced, and to reasons to return, such as events and new content.

The two phases use the same story. A park that has told its story consistently before opening finds that guests arrive with the right expectations, and that what they find confirms what they were told.

A park's marketing should say only what the park can deliver. Mast Parks does not state results or visitor numbers unless they are sourced, and the pages and plans we write follow the same rule. This protects the owner as well: a promise that the park cannot keep costs more in lost trust than it earns in early visits.