Rawai Park
How We Are Developing the Brand

How we promote the children’s park brand in the Rawai area of Phuket and why we do it.

Rawai Park — a children’s entertainment park with play areas and a children’s water park, located in the Rawai area in the south of Phuket.
One of the goals of our marketing strategy is to make the park a “people’s park.” Any entertainment business in Phuket is subject to seasonal fluctuations. Local residents who know the park help reduce the drop in visitors during the low season and increase attendance during the high season.
There are two target groups among the local audience: expats — foreigners who permanently live on the island — and Thai people who live and work in Phuket.
In addition to visiting the park themselves, locals are also the part of our audience that can recommend the park to tourists as a place to go with children. This is a significant part of our promotion — everyone should know about the park.
If the Russian-speaking audience consists of several thousand people and reaching them with information about the park is a quite realistic task, the Thai market consists of hundreds of thousands of people, and a different approach is needed for Thai customers. This includes the language, the concept of events, and a slightly different atmosphere.
We also need to remember that the park is located in the very south of the island. Residents of the north are unlikely to become regular visitors, as spending two hours traveling with children does not make much sense. Moreover, more similar places are appearing on the island, and they may be closer to potential customers.

The park pays for itself mainly through indirect income — villa rentals in the Rawai VIP Villas projects. The park itself cannot generate enough profit to pay for itself within 10–15 years, but this can be achieved through the capitalization of the land around the park. Therefore, the idea of the park as a separate product was originally created as a way to promote the southern part of the island.
Alongside the park project, we are developing the Love Rawai project. This project was created to increase awareness of the area. The idea behind the project is simple — “a rising tide lifts all boats.” The goal is to increase awareness of the area and attract more tourists.
Building the brand of the area helps not only us, but also all of our potential competitors. Greater awareness of the area helps everyone attract more tourists, and then we can compete through our competitive advantages. This kind of market competition encourages everyone to develop. In the end, everyone benefits in one way or another.

Over the past 4 years, more than $150,000 has been invested in both projects: Rawai Park and Love Rawai. We believe that these investments are paying off — we now have significant brands in our portfolio, and Rawai district has become a more recognizable destination.
Recognizable projects help the company build more comfortable communication with potential partners and authorities.
Looking back at 2019, we can say that we are happy with our long-term advertising campaign and will continue developing these brands.
In 2020, the park will become bigger, and the #LoveRawai project will become even more interesting. Thank you to everyone who supports us with kind words and recommendations, as well as with feedback about our mistakes and shortcomings. All of this helps us think more, improve, and work better.

Phuket9 develops and manages commercial (income-generating) real estate in Phuket. We are open to communication with potential investors and partners. We are happy to share our experience and knowledge of the Phuket real estate market.