Rainbow’s End Theme Park has won the coveted Marketing Excellence Award at the prestigious Westpac Auckland Business Awards 2014 - South. Attended by over 370 guests, the Awards were held at the Vodafone Events Centre last Thursday.
Rainbow’s End won the title in a hotly contested category with entries from a diverse range of businesses from throughout the region.
Rainbow’s End attributes it’s consistently targeted approach to marketing to core markets and a real understanding of their customers for their success. Marketing Manager Katharine Murray explains, “whilst we have a broad appeal it’s important to us to listen to our customers and ensure we know the socio demographic and psychographic factors that influence behaviour and then translate this into our marketing strategy”.
Rainbow’s End conducts independent research to ensure brand and value propositions are upheld throughout all marketing activity. “Put simply our values lie in good times, laughter and never ever forgotten family memories, and whilst these sound innocuous there are numerous providers of the same experiences all vying for the discretionary dollar”, says Katharine. “The real challenge comes in developing these core values into a winning marketing strategy and delivering it successfully to market. Over the past 5 years the way in which we deliver has changed dramatically and we’ve further developed our digital and social media strategy into our marketing mix”.
The Rainbow’s End entire team’s passion was one of the standout reasons the judges were so impressed by their entry. Judge Liz Wotherspoon, from The Icehouse, commented that Rainbow’s End had a ”clear value proposition and that their passion for business shone through. They were able to demonstrate a very clear point of differentiation and were on a great growth journey”.
This year visitation levels have hit an all-time high at the theme park, this coupled with the rollout of a new look Rainbow’s End logo and the launch of the highly anticipated Stratosfear ride and the recent introduction of Kidz Kingdom have cemented the park’s position as an outstanding New Zealand attraction.
CEO Chris Deere, “I am so proud of our team, they work tirelessly to ensure Rainbow’s End delivers a dynamic approach to marketing and the overall visitor experience. This award acknowledges the hard work and our commitment by our entire team to deliver an outstanding world class theme park experience to our visitors”.