With four different themed parks in Florida, SeaWorld Parks & Entertainment has a lot to offer visitors. For this campaign our main objective was to entice UK families to consider SeaWorld Parks as a must-do experience whilst holidaying in Florida.
The main competitors, Walt Disney World, rooted in fantasy and magic, and Universal Parks, which is centered on cinematic experiences, have well-established offerings. However, SeaWorld Parks celebrate the thrills and spills of their parks alongside the unique ability to offer up-close animal encounters that the competition does not have. With this in mind, we wanted to bring the SeaWorld Parks experience to front of mind and show British families what an amazing time they could have at the SeaWorld Parks in Florida.
To resonate with our audience, we had to find a way to tell SeaWorld Parks & Entertainment’s story with a British accent. For this campaign, we decided to grow the idea and do things differently. Armed with a production brief that had specific blogger requirements, we turned to the specialist SBUs, Society and Cadreon, within IPG Mediabrands.
With the help of Society we narrowed down the field to a handful of British blogger families, who we interviewed. We had a diligent process of vetting various families for suitability and ensuring their blogs and social channels would maximise our reach with our desired audience; families with school-aged children who show interest in visiting Florida. We found two perfect families who were thrilled and willing to put the four SeaWorld Parks to the test.
Not only would we be leveraging these influencers on their own social channels, but the real-life families would be the focus of all the content that we would be creating. During production we ensured that all the deliverables were closely connected to the overarching strategy and directed story of the trip. Production timelines, costs and schedules were drawn up months prior to the trip, ensuring everyone involved had full clarity on what was required.
Itineraries, full shot lists, pieces-to-camera questions were devised and crew briefs were written up. Along with two members of the UK SeaWorld Parks team, we were then ready to embark on the trip with the chosen blogger families. Once in America, we had an American videographer, sound engineer and photographer who captured the real moments as they unfolded, recording the experiences from the kids’ and adults’ points of view alike. The trip was a huge success with both families enjoying the theme parks and being able to learn about wildlife, conservation and the care of animals.
We edited down their video documentation of the trip to a number of short video montages, which we then seeded out with the help of Cadreon to “Florida Intenders” and families getting ready to book their big summer holiday.
The campaign is now fully underway with our video content running programmatically. We also have photography, further video content and written pieces featuring throughout SeaWorld Parks advertising across key newsbrands and media vendors. It will reach millions of consumers in 2017 and show them that whilst in Florida, SeaWorld Parks is a great holiday experience.
View the videos here: