Mirabilandia, brand strategy that’s a lot of fun
Brand Positioning & Development
Brand Design & Brand Identity
Audience Research & Insight
Mirabilandia, the Italian capital of fun, came to us with a new challenge: to connect with two distinct target groups - young people and families - by developing a unique positioning that would underline the greatness of the park, in terms of its actual size and the variety of its offering.
We started by restyling the logo and its myriad versions, giving it greater impact by making it three-dimensional. We then came up with a new tagline which summed up the creative concept of all our communication: “Il divertimento più grande” (“Fun just got bigger”). At Mirabilandia fun becomes a promise which is, in itself, spectacular.
Our next challenge was to create an advertising campaign using point of view shots which immortalise visitors having fun at the park.
The campaign focused on two concepts - enjoying an amazing experience first-hand and sharing your emotions - both developed visually through the power of selfies.
An effect creative concept consistently represents the brand throughout the whole customer journey. So we decided to make all the different communication materials recognisable without them ever becoming dull or repetitive. The coordinated image, promotions, new map and creative but practical signage around the park follow the communication rules for each individual tool, while still being consistent with the communication strategy as a whole.
The final stage of our strategic plan was to create logos for the most iconic attractions in the park. Each one became an actual brand with its own distinctive image. The unique character of each attraction was captured in its colour, font and artwork, catching and retaining the attention of visitors.