Epic Universe's Marketing Strategy: Behind the Scenes of a Major Theme Park Launch

A Marketing Blitz Like No Other

Universal Destinations is gearing up for the grand opening of Epic Universe, the first major theme park to open in the U.S. in two decades. Alice Norsworthy, President of Global Marketing, explains the emotional and strategic components behind this ambitious marketing campaign.

Super Bowl Spotlight

During Super Bowl 59, Universal introduced Epic Universe to 127 million Americans through a captivating 30-second commercial. This ad not only highlighted the park but also showcased attractions like Super Nintendo World and The Wizarding World of Harry Potter – Ministry of Magic.

An artist rendering of the front gate of the Epic Universe theme park.

A Collaborative Effort

Norsworthy emphasizes that the campaign is a collaborative effort, involving various teams to create an immersive experience that resonates emotionally with guests. The campaign includes a multifaceted approach that uses several platforms to engage audiences effectively.

Engaging Through Various Channels

With $8 million spent on advertising slots, Universal's marketing strategy has expanded beyond traditional media. The campaign includes:

• Long format videos featuring behind-the-scenes content.
• Social media engagement to keep fans updated and excited.
• Teasers of new attractions to build anticipation.

The Essence of Epic

The marketing campaign aims to evoke feelings of joy, exhilaration, and awe. Norsworthy describes Epic Universe as a place where guests can interact with beloved characters and stories, making the experience unforgettable.

The Future of Marketing

As the opening date of May 22 approaches, Universal plans to continue innovating its marketing strategies, utilizing various platforms to tell the story of Epic Universe and its offerings. Norsworthy expressed excitement about guests sharing their experiences, which she believes will be the best form of marketing.

"It takes a village to create this kind of an experience." - Alice Norsworthy