Balance UT
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What is this project?
This project is a comprehensive integrated campaign designed to increase attendance and bookings at Universal Studios by emphasizing its affordability and exciting, immersive experiences. The campaign targets families with children aged 8–16 and young adults aged 18–35 who are seeking memorable vacation destinations without breaking the bank. Using five different media (Direct Mail, Print, Guerilla, Package Design, and Ambient) the campaign delivers a cohesive message: Universal Studios is the perfect combination of adventure, fun, and value.
How did I prepare?
To prepare, I began by researching Universal Studios’ brand identity and existing marketing efforts to ensure consistency with their adventurous, inclusive, and cinematic personality. I analyzed audience insights to understand what appeals most to families and young adults, such as value-driven messaging, exciting visuals, and accessible offers. I studied effective campaigns across similar brands like Disney and Six Flags to identify successful tactics. This research informed the development of creative concepts tailored to each medium, focusing on affordability, memorable experiences, and family-friendly appeal.
How did I put my plan into action?
I executed the campaign by tailoring the creative concept to each medium. For the social media campaign, I launched #UniversalOnABudget, showcasing user-generated content and influencer collaborations, with interactive features like Instagram Stories and TikTok challenges. The TV ad presented a 30-second cinematic montage of families enjoying iconic rides and attractions, emphasizing affordability with text overlays like “Affordable Packages. Unforgettable Memories.” For print, I designed visually engaging ads with bold headlines like “Unleash the Fun, Not Your Wallet!” and placed them in family and travel magazines.
The guerrilla marketing component brought Universal’s magic to life with pop-up VR booths in public spaces, simulating popular rides like the Jurassic World VelociCoaster. Attendees received discount vouchers, creating a tangible connection to the brand. Finally, the merchandise campaign introduced budget-friendly, branded items such as tote bags and water bottles, distributed during promotional events and included in ticket bundles. Every element worked in harmony to drive engagement, promote accessibility, and build excitement.
What were my results and lessons?
Challenges included ensuring consistency across media and maintaining authenticity in messaging, particularly for the influencer and guerrilla marketing elements. To overcome this, I prioritized user feedback, iterative design, and collaboration with brand ambassadors.
The project taught me the importance of storytelling and emotional connection in creating impactful campaigns. I learned to balance creative flair with strategic execution, ensuring that each part of the campaign reinforced the brand’s value-driven message. This experience underscored the power of integrated marketing to deliver a unified, memorable, and results-driven campaign. Moving forward, I will continue to apply these principles to create engaging, customer-centric strategies for similar projects.