Universal Orlando® Resort

OVERVIEW
Universal Studios Florida originally opened and operated as a stand-alone theme park until 1999 when Islands of Adventure, CityWalk and the Portofino Bay Hotel opened, and the entire complex became a “destination” rather than the add-on for a typical Orlando vacation.

With these new parks and venues, the marketing efforts tripled, and Universal Orlando Resort’s Creative Services Department was in need of a new communications firm to assist their design team in creating advertising, promotion and marketing programs.

CHALLENGE
Patterson/Bach worked closely with the Vacations Divisions and several other departments to bring Universal Orlando Resort to life as a vacation destination for a variety of audiences.

The new, large collateral projects needed to match the overall business unit's look and feel while promoting individual venues as part of a unique destination package.

MARKETING REQUIREMENTS

• Act as an extension to the Universal Orlando Resort’s Creative Services Department.
• Establish Patterson/Bach as a reliable and timely source of design work for all of Universal Orlando Resort’s parks, hotels, venues and departments.
• Maintain Universal Orlando Resort’s image as the premier vacation destination in all planning and design of its advertising, promotion and collateral.
• Assist Universal Orlando Resort in all of its marketing efforts by evolving communications efforts as the tourism market changes and faces various challenges.

POSITIONING
Universal Orlando Resort is a vacation destination consisting of two worldclass theme parks (Universal Studios Florida and Universal's Islands of Adventure), a premier nightlife and retail complex (CityWalk), and three uniquely themed, world-class hotels (Portofino Bay Hotel, HardRock Hotel and Royal Pacific Resort).

Universal Orlando Resort is:

• A Destination
• Cutting-Edge
• Affordable
• Easy Access (everything is within walking distance)
• Fun
• Unique

CREATIVE APPROACH
Universal Orlando Resort offers a vacation, rather than a pit-stop on the Orlando vacation. Creative work needs to be fun, edgy, active, immersive, in-your-face and exhilarating. A vacation from the ordinary, it’s “off the cuff” in comparison to the Disney brand. It should appeal to families considering a vacation with children ages 10 and older. It’s important that the creative work appeals to both parents and children. The desired impression is to convince consumers to plan their vacations to Universal Orlando Resort as a main destination, rather than an “add-on.”

• 2002 Vacation Planning Brochure and Promotional Materials: A vacation planner for private travel agents, as well as AAA, suggesting Universal Orlando Resort as a destination.
• 2002 Grad Bash Direct Mail and Promotional Materials: 1st annual event inviting graduating high school seniors to exclusive Islands of Adventure Theme Park access with live music and entertainment.
• Specialized graphics, posters and in-store promotions.
• Park rack brochures in English and six foreign languages.

EVALUATION
We are currently an on-going partner with the Universal Orlando Resort Creative Services Department, working on many design projects. Patterson/Bach also regularly works with all Universal Orlando Resort departments, promoting the complex as a destination, rather than a pit-stop for a Disney vacation.

Universal Studios Vacations Brochure (28 pages)

Universal Islands of Adventure Event Passport Guide

Universal Studios Rack Brochure

Universal Islands of Adventure Rack Brochure

Universal Islands of Adventure Grad Bash 2002 Brochure

Tourist Publication Ad

International Vacations Ad

Portofino Bay Hotel Restaurant Ad

Travel Industry Reference Guide (24 pages)