Case study: building excitement for a theme park opening

A year before the scheduled launch of a major theme park tourist attraction in Malaysia, 80% of Singaporeans were unaware it would be opening on their doorstep. The challenge was to raise awareness and change attitudes by developing a campaign that would connect with multiple audiences in both Malaysia and Singapore.

The delivery of the media strategy involved a two-pronged approach positioning the theme park as a must-visit experience where every child is a hero. A carefully designed programme of on- and off-site media engagement, combined with a staggered programme of milestone events, was developed to generate media interest and public excitement about the theme park, culminating in a grand opening attended by the Prime Minister of Malaysia and the Sultan of Johor.

Our campaign generated 1,500 items of media coverage, with positive reports by all major media outlets in Singapore and Malaysia on television, radio, print and online. There were numerous front pages, multi-page articles and significant broadcasts.

Just four months after opening, the theme park reached its target visitor numbers for the entire year.