Universal Studios Hollywood
Does selling a near-death experience work? If you're Universal Studios Hollywood theme park and what you have to sell is movie-based adventure it does.
Consumer Print, Outdoor and Radio: Concept, copy & creative direction
After several years of milking the Buy-a-Day-Get-a-Year-Free promotion (that I created and was most the successful promotion in their history), Universal Studios Hollywood theme park was facing eroding sales. Poring through reams of research I deduced the reason why. Parents don't care what theme park they go to—they go wherever they think will make their kids happy. Universal Studios had stopped advertising to kids in favor of advertising promotions to their parents. As a result, kids stopped nagging to go... and Universal Studios Hollywood's scores among parents as a place "my kids want to go" had dropped 50%. This campaign was created to appeal to kids and at the same time nag parents on their behalf, Sadly, I was not able to sell it, even with the data I had to back me up. In the end I believed they increased revenue by raising the price of parking. <sigh>
Consumer Outdoor Campaign: Concept, copy & creative direction
