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One of the oldest amusement parks in India, VGP Universal Kingdom attracts close to half a million people to their theme park every summer. They also bring in world class, International shows every summer making it their biggest season.

Challenge

Although the brand enjoyed great top of the mind recall, being an old theme park greatly affected its reputation that hadn’t kept up with time. Despite investing a lot of money to cater to a younger audience, the brand had negative reinforcement owing largely to bad branding. The challenge for us was to attract more people, with better spending capacities.

Solution

An integrated marketing and communication strategy was devised to generate excitement and anticipation about the upcoming Mask of Zorro Summer show and popularize VGP as a summer destination. The communications were designed in a way that increased their appeal to a larger audience.

TV & Theatre Ad

TV & Theatre Ad

  • A TV and theatre commercial were conceptualized and produced to promote VGP as a must-visit destination during summer holidays for children.
  • Multiple new attractions including Water World and adventurous rides for families and youngsters were showcased to build anticipation.
  • Execution in a stop motion style accentuated the energy and highlighted these fun-filled moments.

Microsite

Microsite

  • A microsite was designed in line with the entire campaign to communicate information about Mask of Zorro Summer Show with all its electrifying action and Latino inspired romance.
  • Information about the previous Summer Shows was also displayed to showcase the truly unbeatable standards of their awe-inspiring shows and build anticipation as a result.

Print

Print

  • Illustrations that encouraged children to enjoy the adrenalin rush of the exciting new rides at VGP and brandished the enthralling duels of the Mask of Zorro show were designed for the Print Ads campaign.

BTL Collaterals

BTL Collaterals

  • Several BTL collaterals for the event including sponsor folders with CD invites and details of the performance, brochures, posters, standees, banners and flyers were designed in the same illustrative style to reach out to the target audience and promote the Summer Show.
  • Creatively designed POS signage including directional signage, signage urging children to give the new, adrenalin pumping rides a try, vouchers, standees and banners were created to give the theme park a visual uplift and depict a fun, exciting almost carnival like atmosphere.

Event

Event

  • Conceptualized to reach out to the target audience and build excitement about the upcoming show, a flash mob was organized in a prominent mall in Chennai on a Saturday evening when the footfall, especially of families is the maximum.
  • The final unveiling of the Mask of Zorro unfurled with the performance of a dance troupe in vibrant, Mexican costumes.