Treasure Island

Our Challenge

Djurs Sommerland is probably the most ambitious amusement park in Denmark. It aims not only to increase its number of visitors every year, but to become a European destination with world-class rides. In 2011, our challenge was to make a splash for Treasure Island – the park’s new water coaster, which is one of the biggest of its kind in Europe – and attract more trial visitors. But how do you market a ride that hasn’t been built yet?

Strategy and Activation

Djurs Sommerland already has a strong hold on families that live within 2 hours drive of the park and the park has very high visitor satisfaction ratings – meaning that trial visits usually result in return visits. Increasing the number of trial visitors from outside this area – and thus converting them into return visitors – required showing that Djurs Sommerland offers unique experiences that are ‘out of this world’ for the whole family.

Execution and results

We developed a 30 second TV commercial that shows the transformative power of play and imagination, supported by the park’s usual print materials and advertising. The CGI-heavy commercial shows the scale and nature of the new ride, while establishing the park as the magical alternative to more mundane family activities. Early results are very promising, with the park breaking its previous records for number of early-season visitors and number of season tickets sold.