HopUp 6-Month City-Wise Event & Marketing Plan
Transforming five HopUp centres across India into community entertainment hubs through strategic, city-specific campaigns designed to maximise footfall during peak seasons whilst building sustainable weekday traffic.
Executive Summary
Target Achievement
₹3L monthly budget per site strategically allocated across festive campaigns and always-on programmes to drive measurable footfall increases of 150-200% during peak events.
Revenue Impact
ROI projection: 3:1 minimum with front-loaded festive campaigns generating immediate returns whilst building brand awareness for sustained growth through March 2026.
Strategic Focus
Dual approach: High-impact seasonal celebrations combined with targeted weekday fill strategies to optimise capacity utilisation across all five centres.
HopUp Brand Footprint
Five Strategic Locations
Each HopUp centre offers unique attractions tailored to local demographics and preferences, creating distinct competitive advantages in their respective markets.
- Chandigarh (Zirakpur): India's largest trampoline arena
- Jaipur: Rajasthan's first multi-level go-karting track
- Mumbai (Andheri West): India's largest trampoline park
- Bharuch: First major gaming zone in the city
- Amritsar: North India's pioneering ATV rides
Current Capacity & Footfall Baseline
Significant capacity underutilisation presents substantial growth opportunities, with current footfall ranging from 20-40% of maximum capacity across centres.
Strategic Marketing Pillars
Front-Loaded Festive Campaigns
Capitalise on October-December peak season with culturally relevant celebrations including Diwali Dhamaka, Christmas Carnival, and New Year events tailored to each city's preferences.
Always-On Programming
Monthly Birthday Bash events, weekly Kitty Party specials, and corporate team-building packages designed to fill weekday capacity gaps and build recurring revenue streams.
Audience-Specific Targeting
Segmented campaigns for families, youth, corporate groups, and women's social circles, each with tailored messaging, channels, and promotional offers.
Budget Allocation & Channel Strategy
₹3 Lakh Monthly Budget Per Site
60%
Festival Events
Major seasonal campaigns
25%
Digital Marketing
Social media and search ads
15%
Community Outreach
School partnerships and local promotion
Channel Mix by City Type
Metro cities (Mumbai): Heavy digital focus with influencer partnerships
Tier-2 cities (Chandigarh, Jaipur): Balanced digital and traditional media
Smaller cities (Bharuch, Amritsar): Community-driven with local partnerships
Chandigarh
India's Largest Trampoline Arena
Chandigarh Event Calendar
1
October 2025
Navratri Fun Fiesta: Family-friendly festive evenings during Dussehra celebrations
Diwali Dhamaka Weekend: Grand celebration with lights, music, and giveaways
2
November 2025
Children's Day Carnival: Special games and activities for kids on November 14th weekend
Monthly Birthday Bash: Group celebration for all November birthdays
3
December 2025
Christmas Carnival Week: Festive décor with Santa meet-and-greet sessions
New Year Family Fiesta: Daytime celebration perfect for families
4
January 2026
Lohri Bonfire Bash: Punjabi folk dance celebration with bonfire experience
Corporate Team Challenge: Republic Day team-building activities for local companies
5
February 2026
Weekly Kitty Specials: Every Wednesday packages for ladies' groups
Valentine's Duo Discount: 2-for-1 offers for couples and best friends
6
March 2026
Holi Neon Jump Party: UV-lit trampoline celebration with safe, dry colours
Jaipur
Multi-Level Go-Karting Paradise
Jaipur Event Calendar
October 2025
Dussehra Karting Karnival: Go-kart championship coinciding with holiday celebrations
Diwali Dhamaka: Festive evenings with decorative lighting and special offers
November 2025
Kids' City Role-Play Day: Enhanced activities in the dedicated children's play zone
Rajasthan Kart Prix: Inter-college racing tournament on the multi-level track
December 2025
Christmas Carnival: Week-long celebration with Santa visits and gift distributions
New Year Countdown: Family-friendly NYE celebration ending by 11 PM
January 2026
Winter Go-Kart League: Weekly Sunday racing competitions throughout January
Republic Day Special: Patriotic theme with 26% discount for the day
February 2026
Valentine's BOGO: Buy-one-get-one-free entry for couples and friends
Spring Fun Fair: Mini carnival with game stalls before exam season
March 2026
Holi Hangout: Colour-themed décor with complimentary white HopUp T-shirts
Mumbai
India's Largest Trampoline Park
Mumbai Event Calendar
01
Dandiya on Trampolines (October)
Unique fusion of Navratri garba dancing with trampoline fun, featuring live DJs and traditional music in an innovative indoor setting.
02
Mumbai Fitness Jump (November)
Post-Diwali fitness initiative with professional trainers leading trampoline workout sessions, targeting health-conscious Mumbaikars.
03
Santa Bounce Christmas (December)
Spectacular Christmas carnival featuring Santa performing trampoline tricks to delight children and families.
04
Bollywood Night (January)
Film city-themed evening with hit Bollywood tracks, encouraging youth to dance and jump in true Mumbai style.
05
Corporate Mondays (February)
30% discount for corporate ID holders every Monday, encouraging team outings during typically slow weekdays.
06
Holi Foam Party (March)
Safe foam celebration on trampolines with coloured lighting effects, avoiding mess whilst maintaining festive spirit.
Bharuch
Community Entertainment Hub
Bharuch Event Calendar
Community-Centric Festivals
Navratri Family Nights and Diwali Family Fun leverage local cultural celebrations with simple, accessible family packages that build community engagement.
Educational Partnerships
School Picnic Month and Children's Day Competitions establish HopUp as the go-to destination for educational institutions and youth activities.
Cultural Integration
Makar Sankranti Kite Workshop and Republic Day Family Quiz blend entertainment with local traditions, creating meaningful connections with the community.
Amritsar
Adventure Capital with ATV Rides
Amritsar Adventure Calendar
Punjab Youth Sports Day (November)
Integrated adventure combining trampoline dodgeball, go-kart races, and exclusive ATV demonstration rides for regional youth.
Lohri Celebration (January)
Traditional bonfire and bhangra performances at HopUp, positioning the venue as a cultural celebration destination.
ATV Rally Day (February)
Mini time-trial competition leveraging North India's first ATV rides, attracting enthusiasts from neighbouring cities.
Republic Day Adventure Challenge (January)
Complete all attractions challenge promoting comprehensive venue usage with special prizes for full experience participation.
Festive Campaign Highlights
Diwali Dhamaka
Multi-city celebration with customised decorations, special lighting, family packages, and cultural performances. Expected 150% footfall increase during festival week across all centres.
Christmas Carnival
Week-long festivities featuring Santa meet-and-greets, gift distributions, themed decorations, and family photo opportunities. Premium positioning for holiday entertainment.
New Year Celebrations
Family-friendly countdown events with glow themes, special performances, and early evening timing to accommodate all age groups whilst maximising participation.
Always-On Campaign Portfolio
Monthly Birthday Bash
Last weekend group celebrations for monthly birthday holders, creating community events that drive word-of-mouth marketing whilst filling capacity gaps. Includes special decorations, group cake cutting, and themed activities.
Kitty Day Specials
Midweek ladies' group packages with discounted entry, lunch combos, and exclusive timing slots. Targets housewives and women's social circles during typically low-traffic periods.
Corporate Challenges
Weekday team-building packages for local businesses, featuring group activities, competitive challenges, and networking opportunities. Fills Monday-Thursday capacity whilst building B2B relationships.
Target Audience Segmentation
Families & Kids
Weekend and festival primary target. Facebook ads to parents, school partnerships, safety-focused messaging highlighting supervised fun and educational value.
Teenagers & Youth
Evening and weekend focus. Instagram-heavy strategy with influencer partnerships, college tie-ups, and adrenaline-focused activities like go-karting tournaments.
Women's Groups
Weekday targeting via WhatsApp community groups, local society networks, and radio partnerships. Emphasis on social bonding and convenient daytime packages.
Corporate Teams
Weekday B2B outreach through LinkedIn, direct company engagement, and HR partnerships. Team-building focus with customised packages and networking opportunities.
Projected Footfall Uplift by City
Conservative projections show 70-100% average footfall increases, with peak events driving 150-200% capacity utilisation during major festivals and celebrations.
Creative Campaign Gallery
Hero creative concepts showcasing the diversity and excitement of our campaign portfolio, designed to generate social media buzz and word-of-mouth marketing.
Testing & Attribution Framework
01
Unique Campaign Codes
Every major event receives distinct promo codes (DIWALI2025, KITTYCHD, KARTPRIX) enabling precise tracking of campaign effectiveness and channel attribution across all marketing touchpoints.
02
Real-Time Surveys
QR code-enabled feedback collection at events asking "How did you hear about this?" with demographic profiling to validate audience assumptions and optimise channel allocation.
03
Digital Analytics
Google Analytics tracking for city-specific landing pages, social media engagement monitoring, and conversion funnel analysis from awareness to actual visit completion.
04
A/B Campaign Testing
Cross-city testing of offer variations (Family Package vs Kids Free) and channel effectiveness (Instagram vs Facebook) to identify optimal promotional strategies for scaling successful approaches.
KPI Dashboard & Reporting
Weekly KPIs
85%
Capacity Utilisation
Target weekend occupancy
45%
Weekday Fill Rate
Always-on campaign success
3:1
Marketing ROI
Revenue per rupee spent
Monthly Reporting
- Campaign Performance: Footfall attribution by event and channel effectiveness analysis
- Audience Insights: Demographic breakdown and repeat visit rates by segment
- Revenue Impact: Direct bookings, party packages, and food court uplift measurement
- Competitive Analysis: Local market positioning and share-of-voice tracking
- Operational Feedback: Staffing requirements and capacity management insights
Budget Optimisation Framework
Performance Triggers
Automatic budget reallocation when campaigns achieve <150% of projected footfall within first two weeks, or when ROI exceeds 4:1 ratio for sustained periods.
Channel Shifting
Monthly analysis enables budget transfer from underperforming channels (e.g., radio in metros) to high-converting platforms (Instagram for youth events) based on attribution data.
Seasonal Adjustments
Post-festive season (January onwards) budget redistribution from event marketing to always-on programmes and corporate outreach to maintain momentum during quieter periods.
Launch Timeline & Next Steps
Week 1-2: Campaign Setup
Creative development, tracking code implementation, team briefings, and vendor partnerships across all five cities.
Week 3: Soft Launch
Navratri campaigns begin with limited promotion to test systems and gather initial performance data before full-scale activation.
Week 4: Full Activation
Diwali Dhamaka launches across all centres with comprehensive marketing deployment and real-time performance monitoring.
Monthly Reviews
Data-driven optimisation cycles with budget reallocation, campaign refinement, and strategic pivots based on actual performance metrics.
Immediate Action Required: Creative brief approval, vendor finalisation, and tracking system deployment to meet October launch timeline.