Jeremiah Chapman | Oct. 22
Strategic Message Planner Busch Gardens Williamsburg: Christmas Town Client and Service Busch Gardens Williamsburg has been providing entertainment and unforgettable experiences for almost 35 years. Specializing in European themed scenery, authentic cultural foods and world-class thrills, it has been named the “World’s Most Beautiful Theme Park” for 19 consecutive years by the National Amusement Park Historical Association. To continue this accomplishment in the future, Busch Gardens is creating its first annual Christmas Town: a complete transformation of the park into a winter wonderland during November and December. Because of Christmas Town’s recent conception, this campaign will focus on promoting Christmas Town as great addition to any family’s traditions or travel plans. The park is located just next to Virginia’s Colonial Williamsburg and is 45 minutes from Virginia Beach. Due to the region’s climate, Christmas Town will be able to provide the same thrills as it does in the summer, including the continued operation of Griffon, the world’s fastest and tallest dive-machine roller coaster. Furthermore, Christmas Town offers musical shows, dinner with Santa Claus and a 45-foot Christmas tree. Entrance to the celebration is inexpensive, with options for one-evening, weekend, and an unlimited week-long pass with access to both Christmas Town and Colonial Williamsburg. The prices range accordingly, from $19.95 for the evening, $29.95 for the weekend, and $55.20 for seven days. With all of these options available to meet the diverse demands of families, Christmas Town will soon become one of the premier destinations of the holiday season. Target Audience The target audience was derived from those who typically visit the park’s website. These are individuals who show an interest or loyalty to the client and would carry on that interest to the client’s other endeavors, like Christmas Town. Those who visited the Busch Gardens website were tallied and categorized. It was found that the greatest percentage of users were female, Caucasian, had an overall household income between $60,000 and $100,000 and lived in Virginia with children ranging from toddlers to teenagers. To better understand this audience, the U.S. Travel Association found that 50 percent of all U.S. adults take at least one weekend trip per year with three percent of them going to amusement parks. Therefore, advertisements will focus on this target audience: younger families near Virginia with mothers who make the family’s travel decisions.
Christmas Town SMP-2 Product Benefits Christmas Town gives much needed control and quality timeback to families during the hectic season. The benefits include saving time, saving money, simplifying the holidays and eliminating unpleasant tasks usually associated with Christmas. Instead of having to travel to multiple different Christmas programs, all of the most magical parts of the celebration – light-shows, caroling, an orchestra, food and shopping – are available in one place and one trip. Furthermore, it is an inexpensive visit that will last in the memories of families much longer than a trendy Christmas present. For those with small children, Christmas Town simplifies the traditional Santa Claus visit at the mall by providing an entire dinner with the holiday icon. For those with older children and teenagers, Griffon presents the amount of excitement required to keep them happy and willing to participate in a family outing. In addition to control, Christmas Town will encourage strong family relationships; provide a romantic winter-wonderland setting; and even educate attendees on how fivedifferent European cultures celebrate the season. Current Brand Image As mentioned before, Busch Gardens Williamsburg has a reputation for being a beautiful park. It is an aesthetically pleasing experience combining animals, historic civilizations, food, live entertainment and world-class thrills. Desired Brand Image Christmas Town will promote Busch Gardens’ reputation as a high quality, sophisticated family vacation experience with further attention to culture, live entertainment, decorations, and food within the memorable Christmas season. Competitors Direct Christmas Town is not the only large Christmas-themed getaway. Located next door is Colonial Williamsburg. It provides a historical representation of the holiday in early America. Also in Virginia is the Jamestown Settlement and Yorktown Victory Center. It will hold “A Colonial Christmas” showcasing English holiday traditions of the 17th and 18th centuries. The nearest theme parks also providing Christmas celebrations include the sister park Sea World Orlando and other major destinations in Florida: Universal Studios and Walt Disney World. The biggest direct competition for the target audience is Walt Disney World and its many programs and decorations in every part of the large park, including Epcot, which also shows the holiday season in various cultures.
Christmas Town SMP-3 Indirect The other services that attract the target audienceinclude the Moscow Ballet Tour of “The Nutcracker” which visits Charlottesville, Va. and Virginia Beach, Va. and the 2009 Virginia Christmas Spectacular, a large Christmas celebration at the Thomas Road Baptist Church drawing thousands of attendees. One last local attraction is the 24th Virginia Christmas Show, a large local trade show. The main competition for Christmas Town is the traditional family celebration. These usually take preference over any other activity. Advertising Goal To introduce Christmas Town to the target audience and convince them that it is an inexpensive experience capable of becoming a memorable family tradition. Strategic Message “Bring your family to Christmas Town and celebrate all the magic, excitement and beauty of the season in an inexpensive experience fit for every age.”
Supporting Benefits Feature
North Pole kid’s area Teen area with snowboard theme and loud music Griffon 4D ride “The Curse of DarKastle” Dinner with Santa Claus Live performances with a full orchestra Ticket Packages All of the traditional holiday foods Driving distance for those on East Coast Over a million lights 45 foot Christmas Tree Five areas themed after European countries (England, Ireland, Scotland, Germany, France)
Benefit
Activities / attractions for all ages
Simple and inexpensive Promotes celebrated family traditions Inexpensive
Rare and beautiful experience