A second insight drove the creative development of the campaign. Selecting a theme park is not just the parent's decision, it's the whole family's. Parents seek their kid's approval, making which park they visit a family decision.Subsequently, a layered approach was required, with executions engaging not only the parents but also the teenagers and younger kids, by highlighting different aspects of Dreamworld that appeal to each section of the family.

For the same overall budget Journey to Family Fun strategy delivered:20.1% revenue increase 14.3% attendance increase600% return on advertising investment13% of travellers to Queensland visited Dreamworld (+6 YOY)"Something for the whole family" became the number one reason for visiting.