Theme Parks one of "last remaining" opportunities to target families, says Henry Scotland

Iris Experience experiential creative director Henry Scotland said theme parks are "one of the last remaining opportunities" for brands to target families in a panel discussion at yesterday's (7 September) Guide Live out of London.

Theme Parks are one of "last remaining" opportunities to target families, says Henry Scotland
Theme Parks are one of "last remaining" opportunities to target families, says Henry Scotland

In the session with 360 commercial director Simon Burton, Scotland said theme parks succeeded in ‘timed experience’, when consumers queue up and travel through a branded space, but in the wider world that approach doesn’t work.

He went on to say the explosion of digital media has meant the very term experiential could become irrelevant. "It can’t just be about face-to-face any more," he said. "It has to be about engagement, and people aren’t just engaged by when they experience physically any more."

Burton pointed out "the thing theme parks have got right is that there is a totality of experience. People want to pay and know that the rides will deliver against their expectations. Legoland is a great example: the whole park is about the product. A good brand creates the experience, it doesn’t just slap its logo on an experience."

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