Pacific Park
Background

Pacific Park is located on the world famous Santa Monica Pier. It is the West Coast’s only amusement park located on a pier and draws millions of visitors each year. Pacific Park attractions include: a dozen rides, midway games, ocean front specialty food outlets and seaside shopping.

Pacific Park serves over 700 schools, camps and church groups.

Assignment

The assignment was to create a promotion to drive group bookings for the upcoming summer season, spring break and weekend camp/daycare programs. The mailer also needed to announce new pricing and 24 hour security.

Target Audience

Program and activity directors for churches, day camps, recreation centers, schools and nonprofit child care organizations.

Communication Objectives
  • Emphasize Pacific Park as the affordable choice
  • Create awareness of new convenient packages and pricing
  • Emphasize Pacific Park as a safe choice for all ages
  • Motivate client organizations to choose Pacific Park over competitors
  • Motivate client organizations to confirm group reservations in advance
Results

The client received an increase of over 6% from their base year averages. Additionally, numerous groups pre-booked for the coming year to confirm specific dates.