EAS 2018 Masthead
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The BIG Brand Debate

Date:   Wednesday, 27 September 2017

  12:30 - 13:45

Location:     Berlin Messe Exhibition Center Palais - Conference Room 2

Course Description

Are you exploring different directions for your brand to develop? Do you invest in the power of your own park Brand and build valuable intellectual property? Or should you pay big money to tap into a third party established brand or IP? What’s the best commercial direction for you to go? Join our big debate!

register now

Some of the session´s speakers include


Fernando Aldecoa, General Manager Operations and Finance, PortAventura World, Spain
(member of the Iaapa Emea Advisory committee)

Fernando Aldecoa has more than 20 years of experience in the theme park industry.
He joined PortAventura at its inception, in 1994. He has worked in different positions, mainly in the Financial and Operations departments. Fernando has been the General Manager at PortAventura for 5 years and General Manager Operations and Finance since 2014. With the development of Ferrari Land, PortAventura has embraced a new dimension and became PortAventura World at the beginning of 2016.
Fernando has a B.A. degree and a Master in Business Administration from ESADE in Barcelona and is a graduate of Management Development Program at IESE in Barcelona. 

Robert Arvidsson

Robert Arvidsson, Head of Marketing Liseberg, Sweden
(member of IAAPA EMEA Education Sub-Committee)

Robert is Head of Marketing at Liseberg and member of the management team. His key responsibilities includes group brand strategy, marketing and digital business development. With the opening of Helix in 2014, Mechanica and the launching of the first Halloween event in 2015, Robert’s team played a strategic part in the growth of Liseberg . In 2016 the park launched its new area Liseberg Gardens with the spinning coaster AeroSpin. Prior to Liseberg, Robert held different senior brand management and e-commerce positions in retail and airline industries. He also worked as a consultant in brand and communications agencies. Robert holds a BA in Marketing Communications and an MBA in Strategic Brand Management.

Julianna Delaney

Juliana Delaney, Chief Executive, Continuum Attractions, United Kingdom

Juliana has been at the forefront of visitor attraction success stories for the last 30 years, and was a founding member of the company under its first brand – Heritage. Juliana has brought all Continuum’s attractions to fruition; including Portsmouth’s Emirates Spinnaker Tower, and more recently Coronation Street The Tour. She heads a talented team of 400 – passionate about delivering unforgettable experiences for all their visitors.

Juliana also sits on the board of Marketing Edinburgh and chairs a group within the Tourism Council created under a new partnership between government and the tourism and hospitality sectors.