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All The Way Up (ATWU) | Marketing & Creative Agency Greece

Eco Zoo Launch | Dreamland Experience x ATWU Case Study

ATWU / LAUNCH CASE STUDY
DIGITAL / EXPERIENCE / THEME PARK
DREAMLAND
ECO ZOO
× ATWU.
CLIENT Dreamland Experience
PROJECT Eco Zoo Launch
LOCATION VILLAGE shopping & more / Athens
ATWU ROLE Initial Digital Setup / Launch Marketing
BEFORE THE
DOORS OPENED,
THE BRAND HAD TO EXIST.
THE LAUNCH

A new experience needs more than an opening date. It needs an audience before the first visitor walks in.

All The Way Up (ATWU) was brought in during the launch phase of Dreamland Experience, helping establish the initial digital presence required to introduce the company and its new Athens experience to the market.

The first activation was Eco Zoo, the ecological and educational theme park launched at VILLAGE shopping & more in Renti.

ATWU's responsibility focused on the initial digital footprint, launch communication, creative content and digital marketing setup surrounding the first run of the park.

The objective was to make a completely new concept understandable from day one, connecting families, schools and audiences with an experience that combined entertainment, technology, animals and environmental education.

THE DIGITAL FOUNDATION

FROM ZERO
TO LAUNCH.

01

DIGITAL FOOTPRINT

Establishing the initial digital presence and communication structure required for a new experiential entertainment brand.

02

LAUNCH STRATEGY

Developing the communication framework around awareness, discovery and the first public run of Eco Zoo.

03

CREATIVE DIRECTION

Translating a complex educational and experiential concept into communication that families could instantly understand.

04

SOCIAL LAUNCH

Creating the first wave of social communication around the brand, the park experience and its opening.

05

CONTENT

Launch content designed to introduce the experience, explain the concept and generate curiosity before and during the opening period.

06

DIGITAL CAMPAIGNS

Digital communication supporting awareness and audience acquisition during the first commercial run of Eco Zoo.

THE EXPERIENCE

A zoo without captivity. An experience built with technology.

Eco Zoo introduced a different interpretation of the traditional zoological experience. Instead of live animals in captivity, the park uses three-dimensional robotic animals, movement, natural sounds, interactive technology and specially designed environments to introduce visitors to wildlife, biodiversity and environmental issues. Guided experiences combine entertainment with education, making the project relevant both to families and organised school visits.
01 / EXPERIENCE ROBOTIC
ANIMALS
02 / EXPERIENCE INTERACTIVE
TECHNOLOGY
03 / EXPERIENCE NO ANIMAL
CAPTIVITY
04 / CONTENT BIODIVERSITY
05 / CONTENT ENVIRONMENT
06 / AUDIENCE FAMILIES &
SCHOOLS
DIGITAL FIRST

Physical experiences begin digitally long before people arrive.

Theme park marketing begins before the entrance, the ticket and the first photograph. People first need to discover the concept, understand why it is different and imagine themselves inside it. For the launch of Eco Zoo, ATWU helped establish that first digital layer of the visitor journey, creating the foundations from which awareness and interest could begin to grow.
ATWU / ENGAGEMENT
LAUNCH PHASE BUILT FOR THE BEGINNING.

ATWU's collaboration with Dreamland Experience covered the initial setup and launch period of the brand and the first run of Eco Zoo. The engagement was launch-focused and is not an ongoing marketing partnership.

ATWU / SERVICES
Launch Strategy
Digital Footprint Setup
Digital Marketing
Creative Direction
Social Media Launch
Content Creation
Campaign Communication
Audience Development
THEME PARK MARKETING / GREECE
All The Way Up (ATWU) supported the initial digital launch of Dreamland Experience and the first Athens run of Eco Zoo at VILLAGE shopping & more. The launch scope included digital footprint development, marketing strategy, creative communication, social media, content and digital campaign support. Eco Zoo introduced audiences to a technology-led educational theme park experience built around robotic animals, biodiversity, environmental awareness and a zoo concept without live animal captivity.
EVERY EXPERIENCE
HAS A FIRST DAY.
WE BUILT THE RUN-UP.