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Kings Island Portfolio

Solution

Results

Kings Island, one of the country’s leading amusement parks, was faced with flat attendance for three consecutive years. Attendance age was narrowing to 25 years and under, creating erosion of their broad customer base and reducing revenue. Advertising efforts were focused on the local market only and they lacked advertising presence in the outer markets of Indianapolis, Lexington, and Louisville.

 

• Developed strategy to extend reach and create awareness in nearby regional markets.

• Created a fully integrated, travel marketing program consisting of radio, television, newspaper ads and direct mail targeting those outer markets.

• Pioneered a variety campaign to extend appeal to all ages. Began with :60 tv, radio, and newspaper ads supported with informational packet mailings.

• Introduced new ride tv each year to highlight new offerings and increase support for younger audience.

 

• Increased yearly attendance figures each year for all seven years of handling account.

• Set 4 new all time attendance records.

• Became most successful regional park in US.

 

 
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