Opening a Theme Park

Overview

In 2008, a new water theme park would open in Central Florida, redefining the water park experience with unique animal encounters, immersive theming and lush landscaping. The park would be among several in the region, so it was critical to differentiate the guest experience to ensure strong opening year attendance. Today, Orlando's favorite water playground celebrates ten years of providing extreme and serene watery fun to Orlando visitors and residents alike.

Challenge

Create a unique selling proposition to launch a brand new water park in the theme park capital of the world

Insights

Consumers were familiar with and trusted the parent brand, which was known for up-close animal encounters. Consumer testing showed the water park could be uniquely positioned in the market by offering water adventures paired with animal encounters.

Solution

We tied the new water park to the trusted family brand and leveraged its unique selling proposition—up-close animal encounters in a family-friendly water playground—in all marketing communications. We launched a holistic marketing campaign including owned, earned and paid channels locally, nationally and in key international markets.

Results

The water park exceeded first year attendance targets by nearly double.