The Beach Waterpark

Challenge

The Beach Waterpark is the leading waterpark in Greater Cincinnati, catering to residents of the entire tristate area—Ohio, Kentucky and Indiana. Years earlier, The Beach had initiated an advertising campaign that had resulted in attendance and market awareness that did not meet expectations. The Beach was forced to change advertising agencies and implement an advertising campaign that would increase attendance and market share.

Solution

In early 2002, OCI combined forces with individual Cincinnati advertising and marketing professionals to create a comprehensive advertising and marketing campaign for The Beach that would meet the waterpark’s attendance and awareness objectives for The Beach’s Summer 2002 and Winter (Holiday Fest) 2002 seasons. OCI wrote the marketing plan that served as the basis for The Beach’s advertising campaign that year, in 2003 and 2004. OCI and its partners also voiced The Beach’s 2002 Holiday Fest radio ad, conducted focus groups used to identify The Beach’s final campaign theme, and helped to design the waterpark’s first “event sponsorship” sales effort.

Results

In 2002, The Beach enjoyed its best season in years, with attendance far exceeding expectations. The waterpark repeated that success in 2003.