The park also wants to position itself as a media space that brands and agencies can count on in their communication strategies.
On the verge of completing 110 years, the Bondinho Pão de Açúcar presents a new identity and positioning that will guide its actions in the coming years, with the aim of becoming an integrated platform for sustainable experiences in tourism and entertainment in South America. The park also wants to position itself as a media space that brands and agencies can count on in their communication strategies.
The new brand, created by the Superunion agency, seeks to convey receptivity, the lightness of the carioca and contact with nature. The word “Parque” is also stamped on the name, transforming the nomenclature “Parque Bondinho Pão de Açúcar”, as a way for the company to show that experiences can go beyond tram rides.
“Our new logo represents, not only the unique natural shape of the local relief, but its reflection in the Guanabara Bay and a ‘stone heart embedded in the earth’ that translates the emotion of being here”, says Sandro Fernandes, CEO of Sugarloaf Cable Car Park.
To publicize the new identity, the Park presents the “Happiness up there” campaign, created by Agência3. With solar images and the postcard beauty of Rio, the action features film, spots, OOH pieces, advertisements and content for social networks.
Media Space
Stage for events, festivals and films throughout history, such as ‘007- Contra o Foguete da Morte’, Parque Bondinho is opening sponsorship opportunities for brands that want to create a connection with the space. The Refit refinery, for example, is the first official sponsor of the Park.
“We always seek to bring news to the public, making the experience in the Park more and more special. We carry out an intense curatorial work in order to bring the new and help our visitors to live unique moments. And with the new brand and positioning, we increasingly want to bring these types of activations that match the experience of Parque Bondinho Pão de Açúcar, including through sponsorship of new attractions that will come around”, adds Ana Lucia Selvatici, director of marketing and commercial of the Parque Bondinho Pão de Açúcar.
