“Get More” Amusement Park Campaign

Client: Discover Card

 

Duration: May through September

 

Scope: National – Throughout the entire AMI Park Network

 

Campaign Objective: Provide an engaging, non-traditional marketing opportunity to create awareness of the “Tangible benefits of the opportunistic use of their Discover Card” within the family recreational market.

 

Target: Families with active children

 

Program Summary: AMI Information Systems ads were placed within the parks reminding patrons of the “Cash Back" opportunities that exist when they use their Discover Cards. To further emphasize this message, merchandising placards were placed at strong “touch points” for Discover Card usage – Points of Purchase; Ticket windows, Gift Shop Registers, Food Court Registers, etc. Window clings were also provided as another reminder to patrons to pull out their Discover Card when making purchases throughout the parks.

 

To further expand awareness and exposure, park websites were also tying in the “It Pays to Discover” branding theme.

 

Program Details:

• AMI Information System Advertising, 2 Ads per Park
• On-site Merchandising placed at Point of Purchase locations reminding people about the “Cash back” incentives when they use their Discover Card
• Window Clings reinforcing that Discover Cards are “accepted here” at retail locations
• Large Format “Discover Umbrellas, sent to 11 major market facilities