Ghahramanan Amusement Park’s Advertising Campaign in Mashhad

In the winter of 1401 in the Iranian calendar, Ghahramanan Amusement Park in Mashhad ran an extensive advertising campaign, using around thirty bridge-mounted and roadside billboards and more than fifty urban advertising boards. Its main slogan, “Mashhad’s Largest Amusement Park”, appeared across Mashhad and in other locations, including Tehran Airport. The campaign reached residents, travellers and pilgrims and, according to the case study, contributed to increased ticket sales.

Several factors contributed to the campaign’s success:

• An experienced strategy team: The team brought together specialists in advertising, cinema, graphic design, literature, sociology and other fields. Market research and audience analysis informed a 360-degree advertising strategy with a detailed implementation plan.
• Clear slogans: “Come If You Dare!”, “Mashhad’s Largest Amusement Park” and “The Country’s Largest Roller Coaster” communicated the campaign’s key messages in simple language. These claims formed part of the campaign’s advertising and invited audiences to experience the park.
• Strategic placement: Advertisements appeared in busy, prominent locations in Mashhad and at Tehran Airport, reaching a broad range of age groups and audiences.
• Engaging graphic design: The campaign used bold visuals to capture attention and communicate quickly. Purple and yellow were chosen for their strong tonal contrast, their intensity and their connection to the park’s lively atmosphere and target audiences. Inflated-style 3D typography and sculptural illustrations extended beyond the billboard frames to create visual illusions. A distinctive feature showed roller-coaster cars appearing to break through the billboard and fall towards the road.

The case study reports a substantial increase in ticket sales in 1401 and 1402, following the pressures of the COVID-19 pandemic, compared with earlier years. It presents this increase as evidence of the campaign’s contribution to brand awareness and the park’s appeal.

Implementing highly unusual ideas involved technical constraints, urban regulations, the limitations of advertising sites and budget pressures. Sharp rises in printing and advertising-material costs also meant that some ideas could not be delivered.

Despite these financial, technical and urban constraints, the campaign achieved a result that satisfied the client.

Influence on Other Businesses:

The campaign also attracted attention from other businesses. In 1402, several brands in Mashhad adopted similar visual approaches in an effort to increase awareness and attract audiences. The case study highlights the value of a coherent visual code and distinctive colour palette in making a campaign memorable.

Conclusion:

The Ghahramanan campaign is presented as an example of a coordinated advertising effort that met its objectives through established planning and design principles. It illustrates how an effective campaign can support brand awareness, popularity and sales.

Key Points:

• An experienced strategy team, clear slogans, appropriate advertising locations and engaging graphic design contributed to the campaign’s results.
• The campaign was associated with a significant increase in the park’s ticket sales.
• Other businesses also drew inspiration from its visual approach.

Recommendations:

Businesses seeking effective advertising should consider the following principles:

• Understand the target audience: Develop a clear understanding of the audience before designing advertisements.
• Define advertising objectives: Set clear goals before launching the campaign.
• Design the message: Keep the advertising message concise, informative and engaging.
• Choose suitable media: Select channels that fit the target audience.
• Measure results: Evaluate the campaign’s outcomes to understand its effectiveness.