10th Anniversary Integrated Communications

Discovery Green’s 10th anniversary season was a milestone opportunity to revamp the communications strategy to achieve more meaningful connections with the diverse consumer markets that regularly visit the park, while at the same time forging new relationships to contribute to marketing and business goals in awareness and attendance.

CKP was charged with developing and implementing an integrated communications plan that would highlight the myriad activities celebrating the 10th anniversary while driving increased foot traffic. Research and media relations strategies were then amplified with a blended advertising strategy. These efforts were supported by creative services to curate and share the brand story visually through original photography and videography produced specifically for earned media, advertising, or social media.

By using research to shift from a “functional” to an “emotional” narrative, CKP turned a legacy brand back into a must-see destination, resulting in a truly remarkable and record-breaking 10th year. Our integrated strategy yielded a 101% increase in attendance, year-over-year.