One of the oldest amusement parks in India, VGP Universal Kingdom attracts close to half a million people to their theme park every summer. They also bring in world class, International shows every summer making it their biggest season.
Although the brand enjoyed great top of the mind recall, being an old theme park greatly affected its reputation that hadn’t kept up with time. Despite investing a lot of money to cater to a younger audience, the brand had negative reinforcement owing largely to bad branding. The challenge for us was to attract more people, with better spending capacities.
An integrated marketing and communication strategy was devised to generate excitement and anticipation about the upcoming Mask of Zorro Summer show and popularize VGP as a summer destination. The communications were designed in a way that increased their appeal to a larger audience.