Media Strategy & Buying for an Entertainment Giant

with SeaWorld Parks & Entertainment

The Project

SeaWorld Parks & Entertainment is one of the biggest theme park and entertainment companies in the US, with four famous brands in its portfolio: SeaWorld, Aquatica, Busch Gardens and Discovery Cove. We work with SeaWorld Parks UK to deliver an ongoing UK media strategy to drive awareness and purchase intent with UK holiday-makers travelling to the States.

The UK travel market is highly competitive and complex, particularly when it comes to the attractions that are on offer at overseas destinations. Our strategy focuses on inspiring and driving brand awareness with UK audiences and increasing booking intent with those who’ve already chosen to travel to Florida.

Our approach leverages audience behaviours and search trends to increase UK share of voice, while also rebuilding brand awareness with family audiences. Activity is heavily focused on connecting with those planning their Florida trip across a diverse media portfolio including digital, social and print.

With an 325% increase in traffic to the SeaWorld Parks UK website, our approach has led to a significant increase in consideration for purchase of the brand’s attractions.

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