Village Roadshow Theme Parks

WeChat audit & business case

Village Roadshow Theme Parks (VRTP), has its headquarters on the Gold Coast, where it operates Warner Bros. Movie World, Sea World, Wet’n’Wild, Paradise Country, Australian Outback Spectacular and Sea World Resort. Seeing a large increase in visitation from Chinese tourists, the Park’s needed an active presence on WeChat – the dominate digital engagement platform in China.

Activities

The theme park audit was informed by the following activities:

  • Stakeholder workshop to rapidly understand current capability, audience attributes, and internal priorities
  • Customer hypotheses generation across the pre service, service, post service customer journey
  • In park customer survey, one on one discussions & in situ research to test our hypotheses
  • Report completion, identifying the actionable WeChat recommendations for VRTP with an evaluation of impact they will have on each Park if executed.
VR-WeChat-Process-1

Outcomes

VRTP wanted to understand how to enhance the Park’s ability to target, and engage with Chinese visitors through WeChat to drive visitation and, new revenue streams. Our WeChat audit uncovered just that:

  • Customer research into customers ‘jobs’ before deciding to visit the parks, the use of WeChat, levels of engagement, and likelihood to transact
  • Identification of the key areas of opportunity, the specific projects required to execute & step by step playbooks to get there
  • Development of the business case for investment for each key project and, the framework to measure success.

From all aspects of the engagement; through stakeholder engagement, hypotheses generation, customer research through to opportunity prioritisation, W3’s level of service and value for money is outstanding. The team was able to successfully build our understanding on multiple fronts and went above and beyond to develop the business case for each key initiative.

I happily recommend W3.Digital to any prospective client looking to develop capability in WeChat

Jon Satterley – Chief Digital Officer – Village Roadshow

Unlock the Chinese tourist dollar with WeChat + W3.Digital

Speak with us today to use WeChat as a one-stop-shop solution to build a community, generate leads and do business online with Chinese tourists.

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