The Earth History Park is a unique place located near Bohorodchan. And when we say “unique”, we mean not only a location where you can get to know our planet from the Cenozoic era to the technologic future. The main feature of the park is its powerful team, which is passionate about its work. Therefore, it is interesting not only for children, but also for their parents. And when there is a powerful product, even if it is at the MVP stage, all we have to do is communicate it correctly.
The Earth History Park has been operating for 4 months, so a fairly large audience base has been gathered. It remained for us to structure it, segment it and conduct focus groups among representatives of each segment. At the exit, we received a portion of insights, criticism and praise. This helped to form hypotheses and test them in surveys.
Analysis of competitors, market, product, formation of TOV, brand platform and other attributes for building a brand – and at the exit we get the main message: “Travel to adventure”. Why so? Because the park is not a place of boring excursions and guides who follow a standard way from point A to point B. First of all, these are customized quests that immerse the visitor headlong into the amazing moments of the history and future of our home – the Earth. The highlight is the guides – Ukrainian versions of world-famous adventurers who got into the real world from Hollywood films. In the period of covid and post-covid, Ukrainians missed adventures in the real world. And it’s not only children who want impressions, because it’s a simple truth: adults are also children, just big. The main and only rule of the park says that you cannot get bored here. Visitors faithfully follow it, and this is confirmed by more than 1000 reviews. What will be the output? We’ll see this year.
The website is a place where you can see, learn and take the first step towards the experience without leaving your home. Simple structure and easy navigation, understandable for children, parents and even grandparents. Anyone can touch history and the future.
How do we create the HR
We launched the AC “searching people”, collected a hundred CVs and found those who became the main engine that makes the Earth History Park a place where you really want to return to.
Brand symbol
Meet Niko – the Ukrainian Indiana Jones, who knows how to turn an ordinary day into an exciting event. The peculiarity of this character is that it is real. We only created a virtual version of it. Now the favorite hero of park visitors can be met by simply scrolling through the page in social media.
Our target expert Ivan Ostapyak started working with the brand from the moment of its creation. During this time, he managed to launch more than 10 ACs. And we can’t help but praise him for the fact that the AC “Records of the Earth Park” exceeded the set KPI five times. So, on January 9, more than 5,000 people simultaneously performed the carol “New Joy” on the land of Underhill and set a national record.
A place of ideas, creativity, authentic Ukrainian culture. A place of strength
This is how our people currently see the Earth History Park. Finally, we would like to add that the land of Underhill was originally supposed to be just a social project, where people could see sculptures of prehistoric animals performed by famous artists – the Pylyponyuk brothers. But it happened that the park grew into something bigger. It is an example of the fact that business can be not only a tool for capital generation, but also carry social components.
Today, the Earth History Park has become a platform that allows young talented people to show themselves. For artists – to hold a master class, for singers – to organize their first concert, for children – to arouse the desire to learn about the world and science, for adults – to awaken the same childlike curiosity in themselves, for children without families – to feel support and care with the help of the charity project “Create Good”, where everyone can become a real bro for children who need it. These initiatives are being actively developed by the project’s main investors – Taras and Petro Belzy.
At the end of our longread, we can say that there are very few brands in the world that are important for social life. But when such things happen, we are sure that loyalty to them will grow exponentially.
– Created a communication strategy;
– Developed positioning;
– Launched more than 10 ACs in social media;
– Created a brand-character Niko;
– Developed the site;
– We continue the cooperation.
Sharing the experience
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Gifts
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