Press Releases

KidZania Selects Neolane to Engage Guests Between Visits and Advance its Loyalty Program

Family Edutainment Leader Uses Conversational Marketing Technology to Personalize Customer Interactions and Build Direct Relationships with Parents

NEWTON, Mass.--(BUSINESS WIRE)-- Conversational marketing technology provider Neolane, Inc. announced today that KidZania, a global leader in family edutainment, selected the Neolane platform to automate its marketing initiatives, connect in-park and online experiences for their guests, and engage parents within a context that is meaningful to them.

With Neolane, KidZania gains a 360-degree marketing view of its customers—allowing it to consider demographics, visitation, and geography when tailoring its communications with parents.

Each KidZania is a city built to scale for children, complete with buildings, paved streets, vehicles, and recognizable destinations in the form of establishments sponsored and branded by leading multi-national and local companies. Fueled by the realism and fun of the parks, KidZania launched B■KidZanian, a program for children ages 16 years and under, that uses a realistic passport as a metaphor for citizenship in a special nation.

KidZania’s marketing team sought a technology solution that would facilitate a lasting connection with families beyond the park, to encourage parent participation and recognize in-park activity. KidZania chose Neolane because of the depth, scalability, and sophistication of its enterprise marketing technology. Neolane’s platform allows KidZania to execute detailed campaigns that serve up targeted content to its guests and create a unified brand image.

“B■KidZanian has seen tremendous growth within Mexico and will soon be launching in other KidZania cities around the world. Neolane is integral to building that ongoing engagement with our guests. We are now taking the data from our parks and making it actionable by reflecting affinities to create a tailored experience, while maintaining the security of our guests’ information,” said Sarah Marsh, vice president of customer loyalty, KidZania.

“Given that loyalty programs built for kids are most successful when tied to visual ‘cues,’ KidZania is maintaining a card-based loyalty system with tangible incentives. This runs contrary to the fact that the majority of loyalty programs today are digital,” said Stephan Dietrich, president, Neolane, Inc. “This new, personalized ‘passport’ card is a huge differentiator for KidZania, and something that we are helping them drive email campaigns around.”

About KidZania

KidZania, Inc., headquartered in Mexico, is privately held. This award-winning concept is recognized globally for its unique blend of entertainment and education for children. More than 20 million guests have visited KidZania cities around the world since the first park opened in 1999, making it the fastest growing global edutainment brand with 11 parks in 9 countries. For more information about KidZania, visit, on Facebook at, or Twitter @KidZania.

About Neolane

Neolane provides the only conversational marketing technology that empowers organizations to build and sustain one-to-one lifetime dialogues, dramatically increasing revenue and marketing efficiency. Born digital, with best-in-class email and inbound-outbound channel fusion capabilities architected into a single code-based platform, marketers achieve results in record time. Neolane is easy to use for both power and casual users, but powerful enough to drive the most sophisticated marketing strategies. Future proof, Neolane has a track record of enabling its customers to adapt to new customer engagement challenges and exploit opportunities more quickly than their competition. Neolane is used by more than 350 of the world’s leading companies including Alcatel Lucent,, Orange, Sears Canada, Sephora Europe and Sony Music. Visit and read our blog The Cross-Channel Conversation.

Copyright © 2012 Neolane, Inc. All Rights Reserved. All other brand names, product names, or trademarks belong to their respective holders.

fama PR (for Neolane US)
Danielle Millerick, +1 617-986-5030

Source: Neolane, Inc.