Sydney’s Luna Park is a tourist icon but return visitation is the key to all attractions. What new reason could Luna Park offer customers to come as the competitive school holiday period approached?
Strategy
Stakeholder Management
Promotions
Co-Brand Identity
On-Site Collateral
Marketing Collateral
Online Microsite
Competitions
For blockbuster cut-through and urgency of visitation, we reasoned a promotion starring one of the moment’s hottest kids entertainment brands would be the most effective way to complement Luna Park’s existing offering and create an event that would have fans streaming in.
One of the world’s biggest toy crazes comes from right here in Australia. Shopkins and Grossery Gang, created by local wizards Moose Toys, have racked up millions upon millions of YouTube views and even more in global sales. So we decided to create an exclusive Shopkins fan event at Luna Park over the school holidays.
With character appearances, a ‘design your own’ Shopkins competition, and heaps of activities, visitation smashed expectations and was a win-win for both brands.
