Overview: Fun Plex, Nebraska’s largest waterpark, wanted to announce a new water feature coming soon for the 2015 Summer season. As the first step in the 5-year plan for park expansion it was important to educate the public not only on the new feature coming soon, but also create excitement for the overall expansion plan. The challenge was to find a relevant way to kick off the annual campaign in the middle of winter 2014. Our goal was to increase public awareness of the new feature, park expansion plan and increase sales for season passes during the holiday shopping season over the same period last year. Our campaign strategy included a customized creative message for the new feature as well as a holiday campaign for season pass sales. The campaign ran across multiple mediums, included a social media strategy and press release to the media. Creative design to name the waterpark feature and create the identity was done in-house.
Results: Alongside the success of the both the media and PR outreach, social media was utilized in cross promotions and this approach accelerated the engagement levels on Facebook as well as the overall likes. On 12/5 they hit a milestone of 15,000 total likes to their page. In one day during the cross promotion with our online specifically we gained over 500 likes. Objectives were met as the park saw a huge response in the media to the announcement, including a full page feature in the Omaha World-Herald on the front page of the Money section. Overall holiday season pass sales saw an increase of nearly 75% from the same period last year. The Press Release added a little over 300,000 impressions to the campaign and a media value of $75,000.
(Above) While the Holiday season pass campaign was underway, our creative team even got involved in the creative look and feel of the attraction itself, consulting on colors, textures, signage and characters.