The Campaign

Idea: To instead announce the park closure in a more happy way. And by doing this we could change the negative attitude towards visiting a very small theme park facing closure.

Creative Execution

March, 2017, we created a bright and happy park closure announcement television commercial. We aired $100,000 USD worth of airtime on local TV stations. We generated park visiting behavior by having people who came across the commercial to react like, “that’s funny!” and “its got me curious”.

Describe the success of the promotion with both client and consumer including some quantifiable results

News of a small amusement park facing closure was covered by over 20 national television programs. Retweeted over 100,000 times, and generated free advertising worth the equivalent of over 4 million USD. After airing the commercial, in the period of a month up to April, 2017, visitor attendance comparing pre-airing with post numbers rose by 250% in four month. This also served to increase the client’s revenues.

Explain why the method of promotion was most relevant to the product or service

The campaign is primarily focused on the television commercial, however, it was all realized through the behavioral plan of getting people to visit the park(activation planning) because we were able to bring many people to the park through the television commercial and buzz generated.

Target: Anyone who has ever been to Space World before. Strategy: Stoking sympathy for,“we are closing the park”, is not going to bring anyone to a theme park on the decline. And if we do it that way, even the people who do come won’t be able to enjoy the amusement park. In order to bring more people to the park, it was necessary to establish a different emotional tone.