News: Universal Orlando Takes Radical Approach

Posted at 12:06 PM EST (1706 GMT)

Feb. 14th, 2005 -- Universal Orlando is breaking both commandments with its new multi-million dollar television ad campaign, a radical step for a theme park destination -- and a radical step for any company.

The ads started their run as un-branded spots that pushed consumers to a specially designed micro website dedicated to the issue of vacation deprivation -- a trend that is great for corporate America, but bad for the working class. The commercials point out that Americans don't take vacations -- and as a result line the pockets of corporate CEOs, line the pockets of the pharmaceutical industry and line the pockets of funeral directors who bury them after they work themselves to death.

In one ad, an undertaker looks straight at the camera and thanks Americans for working themselves into early graves. In another, a pharmaceutical industry spokesperson commends overworked Americans for driving his industry to record profits thanks to "stress-induced illness and depression." And in a third ad, a slick, smirking corporate executive points out that a dedicated "twenty-six percent of Americans don't take any vacation time at all," selflessly transforming "their time" into "our money."

Only recently has Universal Orlando begun to brand the television ads. The idea, Universal says, was to first allow the unbranded ads to draw attention to a national problem and then use the branded spots to hint that its theme park resort might be able to help.

"Given the pressure of living in today's society, where technology has made it increasingly possible for people to be constantly connected to their jobs, the need for some time to unwind and de-stress is more important than ever," says Kurt Kostur, vice president of marketing communications for Universal Orlando, in explaining the strategy behind the campaign. "We want people to look at this advertising and see Universal Orlando as their vacation advocate, as the place that helps them get the most out of their vacation time."

The ads were created by independent ad agency davidandgoliath (dng) on behalf of Universal Orlando Resort. The agency's initial assignment was simple: create advertising that could drive traffic to http://www.universalorlando.com/ . To do this, the dng team crafted a message based on insight that America is vacation-deprived. They found that nearly half of those surveyed in a Gallup poll said they don't feel they take enough vacation time, while only 55 percent take all of their allotted vacation days in a given year. One in five people surveyed said they feel guilty taking vacation time, and compensate by checking in while on vacation.

"It's a highly motivating premise to remind consumers that skipping their vacation usually benefits all the wrong people," says dng Creative Director Liz Gumbinner. "We're jumping on this unbelievable notion that it has now become a badge of honor to work day and night at the expense of all else. No other country in the world works as hard as we do. We're hoping to inspire Americans to step back, reassess their priorities and then take that amazing vacation they deserve. It's a funny campaign, but a very serious message."

The spots direct viewers to the web site, http://www.iwantmyvacation.com/ , where they can get information about the effects of vacation deprivation as well as specific vacation options offered by Universal Orlando. All the spots close with the campaign theme line, "Have a life, take back your vacation."

The first spot in the campaign broke January 24 and the media plan includes buys on such network hits as "The Apprentice," "Law & Order S.V.U.," "Dateline," "Fear Factor" and "Joey." There is a significant cable buy supporting the network media as well.

Agency credits also go to copywriter Melissa Pipeling, art director Anne Bioty, and chief creative officer David Angelo. The spots were directed by Kevin Samuels of the production company H.S.I., Los Angeles.

Universal Orlando Resort ( http://www.universalorlando.com/ ) includes two dramatically distinct and adjacent theme parks, the Universal Studios motion picture and television theme park and Islands of Adventure, Orlando's next generation theme park. Universal Orlando Resort also includes CityWalk, a 30- acre dining, shopping, club and live-entertainment venue, as well as premier on-site Loews hotels and world-class film and television production facilities.

Via Press Release

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