05 Jul 2017

Our Cincinnati Advertising Agency Takes Paramount’s Kings Island On A Ride To Success

05 Jul 2017

Celebrating 80 Years of Client Success Stories • 1937-2017 • Blog 7 of 12

From 1996 to 2002, Holland Advertising : Interactive had the pleasure of working with Paramount’s Kings Island – one of the largest amusement parks in the Midwest. During that time, our job was to increase Group Sales attendance each season.

So what did we do?

First, our Cincinnati advertising agency communicated that the Group Sales Picnic Grove and Park Package was a “value package” to targeted group’s sales customers in Ohio, Kentucky, Indiana, West Virginia, Tennessee, and Michigan. Second, we designed numerous direct mail campaigns for events such as Healthcare Days, Math & Science Days, Grad Night, Greek Week, Cheerleader Days, and Public Employee Days to attract each respective audience. We even created a TV spot that promoted the entire park experience and not just a single ride. You can watch the TV spot below.

Finally, we created and executed a Spring & Summer “4-pack” couponing promotion to the general public and businesses in our target markets. In the 2001 and 2002 seasons, our Cincinnati advertising agency mailed 11,735,250 coupons for the Spring & Summer “4-pack” and measured a 4.9% redemption rate. More than 575,000 coupons made their way back to Paramount’s Kings Island in the form of Group Sales, which greatly impacted attendance.

With all our marketing efforts combined, Paramount’s Kings Island saw a 7% average group sales annual attendance growth rate between 1996 and 2002. When we asked Linda Jensen (who was VP Marketing and Sales at the time) what she thought of our Cincinnati advertising agency, she said this:

“Since we began working together in 1996, your commitment to our company has made all the difference.  Not only have you produced excellent work, you’ve also planned ahead to help us save costs and meet deadlines while giving us amazing turn-around.  Your team has helped make us the most successful Group Sales department among all of the Paramount Parks.”

In short, our Cincinnati advertising agency accomplished our goal all while remaining cost efficient, which provided Paramount’s Kings Island with a greater ROI.

Would you like to find the same success as Paramount’s Kings Island?

You can become one of our many client success stories by contacting Bryan Holland at 513.744.3001 or email him at bholland@hollandadvertising.com.


Paramount’s Kings Island 30 Second TV Spot

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