“Celebrate the Sun”, Amusement Park Campaign

Client: Banana Boat

 

Duration: May through September

 

Scope: National - 51 participating Amusement Park and Water Park Facilities

 

Campaign Objective: Provide an engaging, non-traditional marketing opportunity to thematically reinforce Banana Boat’s “Celebrate the Sun” brand positioning and support the brand’s national “Rescue” promotional campaign.

 

Target: Mother’s (ages 25-49) with children

 

Program Summary: A combination of large format brand advertising within our proprietary information systems, innovative brand merchandising throughout each facility, and readily available product sampling to help promote Banana Boat products and sun safety.

 

To enhance the message, we added a partner sampling incentive for the parks and an aggressive cross promotion and in-market media collaboration with an agency partner, tying in participating radio stations involved with Banana Boat’s “Rescue” campaign. Bonus Umbrellas were also provided to our top 10 parks for added merchandising exposure.

 

Program Details:

• AMI Information System Advertising, 2 Ads per Park
• On-site Merchandising promoting the “Ten Tips” to proper sun care, 2-5 per park
• Product sampling and coupon distribution
• Sampling incentive program for the Parks
• Radio promotion support
• Branded Umbrellas were placed in the top 10 participating Water Parks