Adventure World appoints Initiative Perth as new media agency following a competitive pitch

Western Australia’s leading tourism and entertainment theme park Adventure World has appointed Initiative Perth to manage the park’s national media portfolio.

The agency was appointed following a competitive review process and Initiative Perth will now lead Adventure World’s national media outreach supported by Initiative offices in Sydney and Melbourne.

Says Clare Read-Smith, marketing manager Adventure World: “We are continually looking to build the Adventure World brand for our key audiences, but at the same time we need to drive business results year-on-year. Initiative clearly understood these imperatives in the pitch process and responded with creative media concepts that will challenge us, but drive our business results.”

The theme park is open during the Summer and attracts nearly 500 thousand visitors per year from Perth as well as interstate and international visitors. During the 2014/15 season, Adventure World achieved the highest percentage of four and five star reviews of any theme park, amusement park or water park in Australia at a combined 82.5%. The park includes world-class attractions such as the $12 million roller coaster “Abyss” launched in 2013, the $7 million dollar Kraken, the longest, tallest and steepest funnel water slide on the planet.

Says René Migliore, communications planning director at Initiative: “We were excited about the prospect of working with Adventure World from the moment we were invited to respond. The creative opportunities around the brand, along with Adventure World’s appetite for innovative media solutions, makes them an ideal business partner for us.”