Adlabs Imagica is looking at working in tandem with the travel trade to promote the destination. Prior to launch, the company plans to conduct roadshows in Mumbai, Pune, Ahmedabad, Bengaluru and Delhi
Adlabs Entertainment Ltd is set to unveil India’s first-of-its-kind state-of-the-art integrated entertainment destination, Adlabs Imagica, near Mumbai-Pune Expressway by the end of March 2013. Located at Khalapur on the Mumbai and Pune route, Adlabs Imagica is spread across an area of 300 acres and will have a theme park, water park and a 300-room hotel. The estimated investment for this project is approximately Rs 1,600 crores.
Pooja Shetty Deora, Joint Managing Director, Adlas Imagica, said, “Adlabs Imagica was conceived and promoted by my father, Manmohan Shetty, Founder, Adlabs Films Ltd. It was conceptualised in 2007, the design-development team was set up in 2008 and full-fledged construction at site was started in 2009. The park has been built at par with international standard entertainment theme park. We want to promote it as an important domestic and international destination. Spread across 65 acres, the theme park will have 21 attractions (India’s largest roller coaster, 4D stimulation rides, etc.) and will open by end of this month whereas the water park (with 14 rides, spread across 25 acres) and hotel will open by March 2014. Besides, there are many food options available at the park. Maharashtra Tourism has classified Adlabs Imagica as a ‘Mega Tourism Destination’.”
Adlabs Imagica is looking at working in tandem with the travel trade to promote the destination. Prior to launch, the company plans to conduct roadshows in Mumbai, Pune, Ahmedabad, Bengaluru and Delhi to equip the travel fraternity with the right tools and key information about the park, its pricing model, the B2B portal on the website and the entire marketing and communication strategy.
Talking about the plans for travel trade, Deora said, “We estimate 30-40 per cent of our business to come from the travel trade. We are open to partner with the travel trade to market the park as an important family destination. We will also invite people from the trade for a Familiarisation (FAM) trip to the park to help them experience it and enable them to sell it better. We have developed a commission structure for our partners as well. We will also participate in trade events in India.”
Informing about the marketing strategy, Deora said, “We will be having a 360 degree marketing launch, which will help create the necessary demand for our travel trade partners from their customer base. A significant investment has gone into our B2B portal where all our travel partners will have individual logins and accounts enabling them to resell Adlabs Imagica tickets and packages. In addition, we will be having a strong presence across all digital channels with www.adlabsimagica.com, and other social networks like Facebook, YouTube, Twitter, Instagram and Pinterest to facilitate an immersive brand experience.”
Deora added, “To facilitate stay for our guests in the first year of operations, we have tied up with hotels (100-160) in Navi Mumbai, Lonavla, Pune and near the park area. We are expecting three million visitors in the first year of operations of the park. During the first year we are expecting 40 per cent of visitors from Mumbai and Pune, and 25 per cent from Gujarat, whereas North India would contribute to about 21 per cent and South India to 14 per cent.”
Speaking about the target segment, Deora said, “Families are our core target demographic. Since Adlabs Imagica is located at Khalapur on the Mumbai-Pune Expressway, which is close to Mumbai and Pune, the initial focus will be these two markets along with rest of Maharashtra and Gujarat. We will also offer special entitlements for large groups coming from schools, corporate and other institutions. We will have concerted efforts to tap into corporate meetings, off sites, conferences, school picnics etc.”
The park will be open from 11 am-8 pm in the first month and from 10 am-10 pm from the second month. The inaugural rate of the ticket is Rs 1,500 excluding food and beverage. The different ticket categories are child, adult, senior citizen and fast track for week days and weekend.