Red8 Advertising and Isobar Poland with a campaign supporting the opening of Park of Poland
Agencies Red8 Advertising and Isobar Poland, part of the Dentsu Aegis Network Poland group, won the pitch to prepare a campaign supporting the opening of the first stage of Park of Poland and "Suntago Water World", the largest indoor water park in Europe.
The Dentsu agencies will prepare an ATL campaign to be aired in the final months of this year.
The winning agencies from the Dentsu group
The teams from Red8 and Isobar working together were also responsible for the first phase of Park of Poland's communications activities – recruitment for the "best job under the sun", in which the water park was looking for candidates for lifeguard positions. In August, dentsu X organised an event during a press conference marking the official completion of construction work.
About the Park of Poland investment
Park of Poland is an amusement and leisure park being built in the village of Wręcza in the municipality of Mszczonów. Construction work began in early 2017, and the first stage of the project, the tropical water park "Suntago Water World", is due to open at the end of this year.
The information can be found on the website.
See also: From dentsu X to MasterBrand - New Director
Concepts from the article
Advertising — Ads. Revenue comes from selling space, airtime, impressions or access to an audience. Examples: Google, Facebook, content services.
Why it matters: It enables free access for users and monetises their attention.
When it is used: When you have large, valuable and measurable traffic or a community.
What happens if you skip it: Without advertising, a site with high traffic and free access has nothing to sustain itself with.
ATL — Above The Line / mass communication. Advertising activities carried out in mass media, traditionally such as television, radio, press, cinema and outdoor. They usually serve broad reach and brand awareness building.
Why it matters: It builds mass brand awareness: television, radio and outdoor reach where precise targeting cannot. A brand known from the screen later wins more easily online.
When it is used: When building awareness of a new brand, launching mass products and running image campaigns.
What happens if you skip it: Without mass communication, a brand grows only among those already interested — new audience groups remain out of reach.
Summary
Red8 Advertising and Isobar Poland, agencies from the Dentsu Aegis Network Poland group, won the pitch for an ATL campaign promoting the opening of the first stage of Park of Poland, including the water park "Suntago Water World". It is the largest indoor facility of its kind in Europe, being built in Wręcza near Mszczonów. The campaign is planned to air in the final months of this year.
Earlier, the agency teams were also responsible for recruiting lifeguards for the "best job under the sun", and in August dentsu X organised an event at the press conference marking the completion of construction work.
