Travel Marketing: How Universal Orlando used marketing magic to put a spell on Muggles.

Universal pulled out all the stops to market Harry Potter to America.

In the months leading up to the  opening of The Wizarding World of Harry Potter, Universal created a TV documentary, Super Bowl ad, augmented reality site, You Tube video, and more.

 

Universal turned its cameras on itself.

Months before the park opened,  Universal created a “Making Of” documentary devoted to making an emotional connection in people’s minds between the beloved movies and the new theme park.

TV campaign aired on the Super Bowl.

At about the same time, Universal launched a brand campaign that linked Harry Potter with other park stars such as Spider-Man and Shrek. One of the spots aired on the 2010 Super Bowl.

Web strategy included augmented reality site.

To generate internet chatter in the weeks leading up to the opening, Universal invited media outlets to tour the facilities.

They allowed the media to film and post You Tube videos of their tours. Some of my favorites were done by Orlando’s Attractions magazine.

To give people a sense of what the park would feel like long before it was finished, the studio created a special website with an augmented reality feature.

Repurposing content for You Tube.

As the date grew closer, Universal rebroadcast its Super Bowl TV spot on Attractions magazine’s You Tube Channel, and as of today, has generated over 127,000 views.

To keep the buzz going, Universal posted clips of the TV documentary on its website and You Tube, complete with interviews with the stars of the movie.

Final blitz  featured online and social.

In the weeks leading up to the opening, Universal invited media outlets to tour the facilities and allowed them to film and post their own You Tube videos of their tour.

Instead of doing a corporate social media plan, they let loyal Harry Potter fans create their own facebook pages to discuss the event.

Universal pulled out all the stops on this launch, took some daring risks, and has built a monument to magic that’s going to keep people whistling with delight for years.

 

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3 Responses to Travel Marketing: How Universal Orlando used marketing magic to put a spell on Muggles.

  1. The next Harry Potter story, “Deathly Hallows” is going to be amazing. Too bad they are splitting it up into two movies.

  2. i dont know who was recording this, but they were sure lucky to be at this concert. i wish i could have seen queen when freddie was still alive

  3. Hello there! Just wanted to tell you that I bought tickets to the Lady Gaga concert on May 05th Thu @ 08:30 PM. In this site you can find tickets for other dates too. It’s astonishing her performance on stage, this is my third time and I’m still so excited about listening her live! As she said: “And now, I’m just trying to change the world, one sequin at a time”. On this page you can see the section where you’re buying the ticket, so it’s very recommended!

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