Wonderla plans brand repositioning strategy

Amusement park-operator Wonderla Holidays on Monday announced its repositioning strategy with a new brand identity. With a new logo, sonic identity and a new television campaign, Wonderla aims to become a complete holiday destination, and not just as an amusement park.

Wonderla has its presence in Kochi, Hyderabad and Bengaluru, and wants to expand to two other cities — Chennai and a state in the western region, either Goa, Gujarat or Maharashtra.

Speaking to reporters after unveiling the new logo, Wonderla Holidays Managing Director Arun K Chittilappilly said, “Land acquisition is almost complete in Chennai, and we will probably start the construction of the park in two quarters from now, and we will be able to commission it in two years. We invest over Rs 250 crore in any new park.”

Apart from these new parks, Wonderla plans to open theme parks adjacent to the existing parks in the future. “There are lot of themes that we can work on such as education, science and animals. But this will happen in future, as our footfalls are still growing,” Chittilappilly said.

The amusement park has enthralled three crore visitors across three cities since its opening in 2000. In the last financial year, Wonderla had seen 30% growth in footfalls.

Chittilappilly said that Bengaluru has degrown in terms of footfalls, and it was due to increase in price. Talking about online booking, he said, “At present, our online booking is just 5%, but we have set the goal of 10%.”