Parques Reunidos Customer Parques Reunidos Project: InternationalSector: Leisure Services , and Performance Media Planning A 360° Strategy with a European Impact Managing the media strategy for a network of amusement parks with locations in Spain and eight other European countries (Germany, Italy, the United Kingdom, France, Norway, the Netherlands, and Denmark) was a highly complex challenge. The Challenge A centralized yet adaptable planning approach was needed for each market, with the goal of maximizing visibility, reach, and profitability across more than 20 parks. The client needed a strategy that encompassed branding, performance, and awareness, optimizing advertising spend across multiple channels and markets, and ensuring message consistency without losing local relevance. The Solution To address this complex challenge, a comprehensive 360° strategy was designed and implemented that covers all key aspects of media management, ensuring a strong and consistent presence in various European markets. The process began with comprehensive strategic planning, based on an in-depth analysis of the specific objectives of each park and market, as well as a detailed study of the audience, the competition, and opportunities in the sector. This made it possible to define an omnichannel strategy that integrated traditional and digital media—including television, digital platforms, radio, and out-of-home (OOH) advertising—tailored to the specific characteristics of each country. During the media buying and negotiation phase, partnerships were established with local agencies to ensure effective agreements with offline media outlets. Thanks to this collaboration and careful management, budget allocation was optimized, maximizing reach and efficiency across each channel and territory. During the campaign, the campaigns were activated and monitored in real time using leading platforms such as Google Ads, Meta, and programmatic media, which allowed for rapid adjustments to improve performance. This continuous monitoring ensured that the campaigns met the defined KPIs, such as CPM, CTR, ROAS, and CPA. The team conducted a rigorous and ongoing analysis of the results through weekly reports that provided valuable insights and specific recommendations to optimize each campaign and ensure the best possible return on investment. Finally, we maintained a close, consultative relationship with the client, with daily contact and regular meetings to present detailed reports and provide advice on the latest market trends, allowing the strategy to evolve dynamically and in line with business objectives.