In the world of amusement parks, Europa-Park stands as Germany's largest amusement park. However, behind this facade of fun lies a sophisticated marketing strategy orchestrated by Jan-Markus Wulff, the Marketing Director of Europa-Park. In a captivating interview with the creators of the Dutch Europa-Park podcast “After Park Lounge”, Wulff provides insights into the challenges and triumphs of his work.
Marketing in the Heart of Europe
The complexity of a marketing campaign for an amusement park like Europa-Park is enormous. Annually, Wulff oversees about 3,500 design orders and is currently particularly involved in the preparations for the campaign for the new roller coaster “Voltron”, set to open in 2024. The challenge is to authentically convey the emotions that a new attraction evokes – an area where Wulff shines with years of experience.
More than just a marketing director
Jan-Markus Wulff is not only a savvy marketing expert but also an artist. His musical contributions, including performances in the park and the production of theme songs like “Dein Moment” and “Zwei Millionen Sterne”, attest to his versatile talent. Interestingly, “Zwei Millionen Sterne”, originally intended for the winter season, was a summer hit.
The Digital Evolution at Europa-Park
Under Wulff's leadership, the park's digital landscape has drastically changed. Previously responsible for maintaining the Europa-Park website alone, he now leads a team of forty people managing the park's digital footprint. This group oversees about twenty different websites, a clear sign of the park's dynamic development in the digital world.
Creativity and Innovation as Keys to Success
Wulff also talks about adopting a campaign idea from Dutch students and the secret behind the attraction restaurant “Eatrenalin”. He reveals how the park acquired its zeppelin and airplane – evidence of Europa-Park's innovative spirit.
Excellence as a Standard
Wulff's maxim to his team is to treat every design task as if it were intended for a design award – even if it is just a small brochure or a sticker. This philosophy of excellence permeates all areas of Europa-Park and is a cornerstone of its success.
The one-hour interview offers a rare and detailed insight into the mindset of the marketing director of Germany's most popular amusement park. Jan-Markus Wulff's commitment, creativity, and passion for excellence have made Europa-Park a place where dreams come true, and marketing history is written. His vision and leadership style are a shining example of how to bring a brand to life and keep it alive with passion and innovation.
Tip for news? press@waitingtimes.app