Idea:

To instead stoking sympathy, we announced the park closure in a more happy way to change the negative attitude towards visiting a very small theme park facing closure.

we aired the rather happy park closure announcement television commercial.

the message by all the staffs of the park is “Its gonna be gone! So come on down!!”

March, 2017, We aired happy TVCM on local TV stations with $100,000 USD worth of airtime .

We planned to generate park visiting behavior

by having people who came across the commercial to react like,

“that’s funny!” and “its got me curious”.

1.News of a small amusement park facing closure was covered by over 40 television programs.

2.Retweeted over 80,000 times.

3.Generated free advertising worth the equivalent of over 4 million USD.

4.After airing the commercial, in the period of a month up to April, 2017, visitor attendance rose by 250% in one month (comparing to previous year).

5. This also served to increase the client’s revenues.