Last summer, we were challenged with the task of promoting one of Utah’s most iconic attractions: Lagoon Amusement Park. As one of the longest-operating amusement parks in the country, Lagoon’s awareness isn’t a problem around the Intermountain West. But communicating the Lagoon experience was a bit tougher.
Our approach? We looked at their existing tagline “It’s what fun is!”, and actually dissected what “fun” is through the words of their guests. We explored how to connect that back with their core audiences of both families and youth. The Struck team then took those insights and created video pieces, each tailored to those guest segments.
For Lagoon’s broadcast campaign starting in May, we showcased Lagoon for families in the magic hour that only evening light can provide. We defined fun for families through the lens of nostalgia, memory, and capturing moments with family and friends… right as the sun goes down and the neon flickers on. Set to the song “Pure” by Blackbird Blackbird, the spot re-introduces Lagoon as a place to re-connect and to make indelible memories. The spot’s aptly entitled: Let fun reign.
On the other hand, the definition of fun for Lagoon’s youth demographic was through the lens of social interaction and shared experience. That lent itself to a feel and tone that was far more whimsical, with tongue firmly planted in cheek. The end result was a web-only, ’80s-vibe video entitled “Best Friends”, available now through Lagoon’s YouTube channel. Check it out.
Of course, your own definition of fun will be determined when or if you visit Lagoon. (Shameless plug alert!) If you’re in the State or within striking distance, put Lagoon on the ‘ol itinerary and let us know if fun reigned.