To celebrate its 30th anniversary in style, the famous French park has planned many new features for 2019, including the launch of its latest attraction, the 48th in the leisure park: “Attention Menhir! ". The latter consists of a 4D cinema with dynamic seats allowing to follow the adventures of Asterix and Obelix. And to promote this activity, which will be inaugurated on April 6, Obélix has been in charge of communication… which has slipped a little: in fact several menhirs have been projected in Paris, Nantes, Lille and Lyon. At the key of all this, places for a stay in the park to be gained by posting the photograph of one of these blocks of stone.
A total immersion in the heart of the Gallic world
For this new Year, the Asterix park wows us with the construction of a third hotel, the extension of its opening hours for summer evenings ... but above all the inauguration of its new entertainment, "A multi-sensory immersive experience in 4D": a cinema screening which offers both sound and image, but also sensations and smells!
So what better than an invasion of the universe of Asterix and Obelix in full reality to sell the brand new attraction? The principle of this communication operation is fully in line with the objective of the new show- where Getafix receives one of these famous menhirs on the head - namely to live the adventure alongside the heroes of the comic strip. The goal for passers-by? Take a snapshot of one of these four stone blocks and post it on Instagram or Twitter with the hashtag #Attentionmenhir. The winner, drawn at random from among all the photographers, will win a stay for four people in the famous park. The aim of the operation: to mark the public and involve them by offering them in reality all the symbolism of the fictional world of the two Gauls in order to make them want to immerse themselves in it even more. Beyond the eruption of the menhirs, the theme park's strategy is to play on the Latin names of the current cities - Lugdunum, Portus Namnetum, Lutèce and Lisle - or to mention Toutatis and Gaul, thus making us return to 50 BC.
A park which is growing but which remains “à la française”
By disembarking in cities such as Lyon or Nantes, communication is no longer centered only on the Ile de France and the Hauts de France as it used to, As the director of Parc Astérix emphasizes, it now turns also to the West and the South. In addition, the offer of a stay for four people confirms the direction taken in recent years, in other words, to focus more on families. So we can be sure that the winners will not hesitate to go and inaugurate this brand new attraction! The strategy also tends towards the use of social networks like Instagram or Twitter, used daily by a large majority of the new generations. A communication operation which therefore shows the park's desire to be part of the national framework and to develop while remaining authentic. Indeed, if the park has exceeded the 2 million visitors in 2017, it is not comparable - and does not want to compare - to a structure like Disneyland. However, if he wishes to increase his number of visitors as was the case in previous years, only one recipe for this: the opening of new attractions and more accommodation.
A new concept for the park, therefore, but one which is reminiscent of the 4D cinemas of Futuroscope, which had, among other things, made us live the adventure of Arthur and the Invisibles. Parc Asterix therefore relies on its original and committed marketing campaign to convince the public. A striking communication blow that manages to go beyond its limited aspect in terms of cities and winners concerned, thanks to its wide distribution through newspapers and social networks.