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Reaching New Audiences
 The
Challenge: Oakland Children's Fairyland, opened in 1950, was
Walt Disney's model for the legendary theme park he built a few
years later in Orange County. But Fairyland's visitor base had narrowed
to local neighborhoods. This limited repeat attendance and net income,
which depends on souvenir and refreshment sales. Public agencies
had cut funding on which the park historically counted. With a limited
budget, Fairyland needed to expand promotional coverage outside
the inner city to reach new parent/child visitors elsewhere in the
Bay Area.
The Solution: We worked quickly with
staff to promote a new upcoming evening show. The park's news media
mailing list was updated and expanded, and photography showing children
enjoying themselves in park surroundings was accumulated. A photo
call was issued for the lively preparations made for Fairyland's
47th birthday by young, costumed volunteers.
Results: A front page, above-the-fold
color photo in the city's largest suburban paper the day before
the new show's debut, plus generous calendar listings in all major
regional dailies. Dozens of queries from other periodicals and freelance
writers stemmed from this initiative. The new show debuted to a
sell-out audience. Both weekday attendance and concession revenue
are up.
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