UNIVERSAL ORLANDO...

James Vanden Bosch

BRAND AUDIT

UNIVERSAL ORLANDO

RESORT

Universal Orlando Brand Audit

Table of Contents

1. The Brand Inventory .......................................... 4

2. The Brand Exploratory ..................................... 32

3. Proposed Brand Positioning & Identity ............. 36

4. Brand Recommendations ................................. 38

1.1 Product Market Overview ............................................ 4 1.2 Market Analysis ............................................................. 5 1.3 Brand Portfolio Analysis ............................................. 13 1.4 Brand Element Analysis ...............................................14 1.5 Marketing Programs Analysis ................................... 16 1.6 Target Segment Profiles ..............................................21 1.7 Brand Benefit & Differentiation Analysis ................. 26

2.1 Consumer Research Questions .................................32 2.2 Research Design ......................................................... 33 2.3 Major Findings .............................................................35

3.1 Points-of-Parity & Points-of-Difference ..................... 36 3.2 What's Different ........................................................ 37

4.1 Direct Mail ................................................................ 39 4.2 Social Media ............................................................ 40 4.3 Outdoor Advertising ................................................. 42 4.4 Media Plan ............................................................... 43 4.5 Apparel ..................................................................... 45

The following report is an in-depth analysis of the theme park brand, Universal Studios. This report includes a brand inventory to analyze Universal’s position in the marketplace, a brand exploratory that identifies and measure specific consumer beliefs and associations for Universal, an analysis of our findings, and our strategic recommendations for Universal. In the brand inventory, it was found that Universal has successfully positioned itself in the theme park industry as a challenger brand to other traditional theme parks and that it appeals to younger generations with thrill rides, innovative use of technology and intellectual properties. In the brand exploratory, it was found that participants in the conducted online survey did not have strong negative associations with Universal and associated the brand as a fun and thrilling experience for older people. Lastly, based on the information and data we collected in this project, we will suggest strategic recommendations for Universal to improve consumers perceptions of their brand. These recommendations include capturing the intended meaning behind the Universal brand in a way that strongly resonates with consumers. A combination of direct mail, social media and outdoor advertising messages combined with a redesign of existing brand merchandise, will be the most effective in helping Universal continue to reach its target market successfully.

EXECUTIVE SUMMARY

03Universal Orlando Brand Audit

THE BRAND INVENTORY

The theme park industry represents a major component of the travel and tourism sector in the United States. According to the International Association of Amusement Parks and Attractions in its Global Theme and Amusement Park Outlook Report (2017 to 2021), in 2018, the estimated U.S. theme and amusement park attendance is 398.5 million and guest spending will grow to an estimated $23.58 billion. This positive outlook for the theme park industry, would be attributed in part to some of the latest trends in technology and innovation that include advances in virtual and augmented reality, the incorporation of intellectual properties, the creation of completely immersive environments and branding on pop culture fads.

P R O D U C T M A R K E T O V E R V I E W


398.5 Million

VISITED U.S. THEME PARKS

IN 2018

$23.58 BillionGUEST SPENDING

Universal Orlando Brand Audit 05

MAJOR TRENDS IN THE PRODUCT MARKET

MARKET ANALYSIS

Technology has become an integral part of our day-to-day lives, so it comes as no surprise the theme park industry would incorporate these advances into their brands. With virtual and augmented reality on the rise, these trends will be integrated into theme parks. According to Blooloop’s top theme park trends for 2018, the top two to watch are virtual reality and augmented reality respectively. This year, the VR industry is expected to bring in $1.5 billion in China alone, making a new staple of our entertainment culture. A huge draw for this feature is its ability to “revitalize an old ride with significantly less investment than building a brand new ride” (Blooloop, 2018). For instance, SeaWorld Orlando recently revamped their classic roller coaster Kraken with VR headsets, transforming this already thrilling attraction into a completely immersive experience. With augmented reality, characters and stories can be effortless blending into real life. With such ahuge reliance on bringing to life beloved characters at theme parks rather than simply being an image on a headset, augmented reality is the prime choice and more likely than not to overtake the popularity of virtual reality in coming years.

For theme park moguls and classic movie studios, like Universal, there is a plethora of material to bring to life in a theme park. However, in particular cases, there are stories beyond their personal brand guests long to see created. As detailed by Skift, a major travel and industry insights group, in the past few years, there has been a significant increase in the intellectual properties, or IP’s, introduced into theme parks, particularly in Universal. An intellectual property,per the World Intellectual Property Organization, “refers to creations of the mind, … literary and artistic works; designs; and symbols,names and images used in commerce” (WIPO). has utilizedIP’s particularly with their annual Halloween Horror Nights event. This year, Netflix’s “Stranger Things” and Poltergeist will be making an appearance, both of which are not originally Universal products. Universal has also acquired the rights to bring to life The Wizarding World of Harry Potter. All three of these productions are incredibly popular, as evident by its $25M worth and the growing audience of followers in social media, ~73M followers on Facebook. IP’s allow fans to step into their favorite stories in a completely immersive environment, and it has been effective in increasing attendance to theme parks. According to Theme Park insider, Universal Orlando's Islands of Adventure saw a 30% increase in attendance following the 2010 opening of The Wizarding World of Harry Potter.


As more IP’s are integrated into the parks, the need to provide more immersive experiences increases, a prime example of this is The Wizarding World of Harry Potter or the upcoming Star Wars land and hotel at Disney. (Skift, 2017) Across the globe there are endless theme parks and tourism attractions for guests to choose from. However, it is these immersive areas that truly set brands like Universal apart from the competition. When a guest enters Universal’s Diagon Alley, everywhere they look is a detail reflecting the Wizarding World. They no longer feel as though they are in Orlando, but rather they stepped right into the beloved world of Harry Potter. When brands bring these worlds to life in this way, it connects the guest to the characters because they feel as if they are really there; they can enhance their emotional bondswith the story.

As the theme park industry continues to grow with trends that touch on immersive and storytelling experiences, consumers are now expecting theme park experiences that are unique, personal, and social media post-worthy. As mentioned before, key players in the industry such as Six Flags, Disney and SeaWorld are already incorporating some of these major trends into their parks. In order for Universal to keep up with the competition, it would be imperative for them to invest in new technologies and research that could help them implement these trends across their attractions, rides, resorts, stores, and entertainment offerings. While many of these technological trends are still in its infancy stages, and the competition for obtaining IPs becomes fiercer, in the coming years, the integration and development of these trends will not only ensure that theme parks such as Universal can exceed customer expectations, but also improve the overall guest experience and forge stronger relationships with them.

Lastly, a trend that has sprouted in recent years is the extensive branding of popular culture trends. For instance, many people today look for an “Instagram-worthy” dining experience, one that can give them extreme photos perfect for social media. They want unique experiences thatgo beyond the norm. With new stores, such as Toothsome’s at CityWalk with their over-the-top milkshakes or Voodoo Doughnuts with their visually and literally appealing treats, guests are treated to more than just great dining experiences; they are treated to perfect images to promote the location on social media. Over the past year, marketing products to match popular color trends has also taken over theme park culture. Disney introduced their line of rose gold accessories, highlighting the in-color of this year. These products were so popular, they literally were flying off the shelves resort-wide, making it near impossible to get them (Disney Style). Bytaking advantage of what is popular in today’s culture, and by utilizing social media, theme parks can attract guests and encourage them to purchase their products by appealing to their need to fit in themselves.


Direct Competitors

MAIN COMPETITORS AND COMPETITION STRATEGIES

Walt Disney World SeaWorld Entertainment

Six Flags Entertainment Cedar Fair Entertainment



Disney was the first company to start the theme park business and succeed at it, which influenced other theme parks to follow their template of creating and telling stories. Disney incorporates immersive experiences within their parks, cruises, and resorts all around the world by incorporating fan favorite movies and popular characters. Disney’s marketing strategy is all about creating a story first, and then incorporating them into their parks, which in the end creates a product and or experience. Their integrated brand strategy has led them to being the number one most visited theme park in the world. Disney is has created a huge brand resonance from every age group, background, and culture starting at an early age. With that resonance, guests continue to bring their families and friends making it one of leaders in the theme park industry. Disney offers 30 resort options alone in Orlando, which creates a huge advantage with staying competitive with package deals and keeping their guests on property. In addition to the theme parks, Disney offers eight different golf courses, two shopping destinations with clubs, restaurants, and brands you would find in your local mall. Overall, disney owns more than 20,000 acres of land, which knocks all of its other competition out when it comes to developing more ways to keep guests on their property. Disney is the leader for the market position in the theme park industry. Brand recognition is insanely high due to Disney's reach and iconic logos and phrases; “happiest place on earth”, mickey head, minnie mouse print, the castle, and Walt Disney himself. Disney markets specifically to parents, since at the end of the day they are the decision makers. Their marketing campaigns include images of families being happy, and use phrases like “let the memories begin” “this is where the magic happens.” Even though the Disney brand is extremely childish, they do a good job keeping adults entertained and continually returning to the parks. Since Disney’s parks have been around since the 1950’s, their brand resonance is spreads into generations. Disney also includes multiple seasonal events that still pull in a ton of people and they make it appropriate for children and adults.



SeaWorld’s brand’s mission is to provide educational and interactive experiences that bring nature in front of guests at their parks. SeaWorld operates seven theme parks, and five waterparks. These brands have a sole purpose to connect guests to the natural world but also incorporating fun theme-park like experiences. They are one of North America’s largest zoological organizations that helps lead animal welfare, training, husbandry, and veterinary care. They also have one of the largest animal collections in North America and leads care for animals in zoological facilities and in conservations of wild animals. SeaWorld’s three brands allow guests to interact with animals through shows, rides, and exhibits, which is something other theme parks do not offer, except for Disney’s Animal Kingdom. Market perception of SeaWorld is interesting because their parent brand has been receiving a continued amount of backlash for animal cruelty, trainers dying from interacting with their animals, and the market’s perception of keeping animals hostage. With the documentary of Blackfish, SeaWorld has spent a ton of money to change the public perception. In 2017, public attendance to SeaWorld fell by 732,000 according to their companies last quarter report and from skift. In response to the brand’s perception and the documentary, SeaWorld terminated their orca breeding program and started an aggressive marketing and PR campaign called From Park to Planet. This campaign focuses on their animal rescue programs and their conservation initiatives. In addition, Busch Gardens does not have the same positioning as their parent company, however instead of ocean native animals and attractions, they offer safari themed attractions and native animals. Busch Gardens is home to a popular roller coasters, which is a fan favorite for guests that are roller coaster junkies. All parks offer seasonal events and include package deals for guests.


Six Flags is from Texas, therefore their whole company brand is about the six countries that controlled Texas throughout its history as a state. (six different flags for the six different countries.) They focus on themed entertainment, instead of incorporating movies and animated characters, they show the culture of Texas through cowboys, French and Spanish culture, southern lifestyle, and pirates. Six Flags also has exclusive rights to impressive characters from The Looney Tunes and DC Comics Superheroes. Six Flags is the largest themed park company in the world, operating 16 parks in the United States, one in Mexico City, Mexico, and one in Montreal, Canada. They advertise that they have the world’s tallest rollercoaster, the world's first looping roller coaster, and the world's first 4D roller coaster. Brand perception of Six Flags is positive, however the public’s connection to the brand are for people that really enjoy thrills, fast rides, high drops, and loops. Six Flags wanted to also position its brand differently than other theme parks by opening parks close to the public. All Six Flags locations are in big cities throughout the world. Unlike Disney and Universal, they choose big select cities and market people to come there for a whole vacation package plan. Six Flags is also struggling to stay afloat with going into bankruptcy again and does not show huge profitable growth in comparison to other big theme park brands.


Owns and operates 11 amusement parks, two outdoor water parks, one indoor water park, and five hotels. Focus on more thrills from the rollercoasters and circus-like rides rather than the storytelling aspect of theme parks. Offers seasonal festival events comparable to Universal’s Halloween Horror Nights and Grinchmas. Major strategy of Cedar Fair is to focus on their huge roller coasters that other brands typically do not have. Their whole brand is about their stomach-dropping rides and their fan base are roller coaster fanatics. Cedar Fair’s loyal following are usually people that tend to care more about the rollercoaster experience rather than a themed land that other themed-park companies offer. They also offer similar packages to Universal Orlando with restaurants, hotel deals, and amusement park tickets. One thing to note is that Cedar Fair does not have more than one park in a single area, their parks are spread out throughout North America.



Indirect Competitors

Ecotourism Beaches

Local Restaurants Nightlife

Beaches, springs, kayaking, and wildlife boat ride tours are other popular things to do. For instance, most springs and beaches are mostly free, and it gives central Florida locals and visitors a chance to escape huge crowds and keep costs low. Clearwater Beach is ranked top twenty-five United State’s beaches according to Tripadvisor. Also, in 2016, Clearwater Beach was thanked for helping break Florida’s state tourism record. Marketing for ecotourism is a strong force throughout central Florida and is aggressive with messages that push people to enjoy Florida’s natural beauty. Some marketing even pushes ideas of avoiding big crowds and having more quality time with the family. Positioning for these ecotourism depends on which environment someone thinks about (beaches, springs, wildlife), but Florida is known for their beaches and many tourists will drive to experience it.


MAIN Marketing & Branding Strategies

According to Return on Roller Coasters: A Model to Guide Investments in Theme Park Attractions, “…attractions, competition, seasonality, price and advertising, and trends in the economic, political, and socio-demographic environment” are the main factors affecting theme park attendance (724). When deciding which theme park(s) to visit, the attractions seem to be the top reason people make their choice. This goes hand-in-hand with who is visiting the park. If the group includes small children, maybe Disney World is the way for them to go. If the group consists of more thrill-seeking teenagers, then a park-like either of the Universal Studios parks. Taking this into account, both Universal Studios and Universal Islands of Adventure offer different types of rides and attractions that appeal to guests of all ages. Universal Studios, has several simulation rides, traditional thrill roller coaster such as Hollywood Rip Ride Rockit, and indoor roller coasters such as Revenge of the Mummy - which was voted as the Best Indoor Roller Coaster in the world for the 10th time in 2017 (Amusement Today, 2017). Islands of Adventure has more thrilling rides catering to an older crowd - Marvel-themed rides for instance, add to the park’s appeal to their teenage audience as well as Marvel fans of all ages. Similar to the Marvel rides, there are movie-themed rides such as Jurassic Park and King Kong, which attract thrill-seekers as well as fans of the movies. For kids, Islands has the Dr. Seuss section, which includes The Cat and the Hat ride among others. Universal has Spongebob Squarepants section, and the Despicable Me ride, Minion Mayhem. While all of these rides were designed to attract mainly children, there are also teens, adults, and families who can enjoy the themed sections based on these characters because of its nostalgic value. Furthermore, a main branding strategy for both parks; Islands of Adventure and Universal Studios, has been to leverage the Harry Potter IP. By creating two distinctive and immersive lands inspired by the franchise, Universal has been able to appeal not only to the large Harry Potter fan base, which includes people of all ages from all around the world, but also to non-Harry Potter fans who can equally enjoy and appreciate the theming and the rides.

Attractions Main draw for guest


Brand Portfolio Analysis Much of their success falls to it falling under the NBC Universal brand. Universal has a whole has many different products, including: Universal Pictures, Universal Music Group, sporting networks, countless TV stations and, of course, its theme parks. Over multiple decades, they have continued to grow each of these different branches with incredible success. In recent years with the partnership of NBC and Comcast, Universal theme parks have grown to become a vacation destination that offers convenient on-site hotels and resorts, various shopping, dining and entertainment options at City Walk, as well as marquee events within the parks and other services such as dining plans and transportation. For the purposes of this brand audit, we will be focusing on the theme park division of Universal. With such a rich history in the film industry, it seems only natural that Universal would become a leader in theme park entertainment. As a film studio, Universal Pictures was the third largest in the industry in 2017, controlling 13.8% of the market share according to Statista. Since opening in Orlando, Florida in 1990, the resort has thrived and become a force to be reckoned with for their main competitor, Walt Disney World. In 2017, Universal Orlando had 10.2 million guests attend their resort (Statista). These numbers bring in significant revenue to the NBCUniversal brand, making it an integral part of the brand structure and certainly one that Universal gives special attention to. With unlimited stories and characters that fall under the NBCUniversal brand, the Orlando Resort has established a very impressive portfolio of rides and attractions that have continuously increased their guest attendance and revenue over the past several years. The most notable addition to Universal Orlando’s portfolio is the introduction of The Wizarding World of Harry Potter in 2010. The acquiring of rights to one ofthe most beloved and popular stories of all time propelled Universal Orlando Resort into a different level of admiration. Since then, they have created Diagon Alley in Universal Studios and built the Hogwarts Express to connect guests from both Wizarding Worlds. Another successful element Universal Orlando has in its portfolio is Halloween Horror Nights, it is the Nation’s Premiere Halloween Event and a 10-time winner of Amusement Today’s “Best Halloween Event” Golden Ticket award. (Amusement Today, 2017) After 28 different editions, this annual event continues to gain popularity and represents a large source of revenue and attendance for the resort. This event exemplifies the best of Universal’s creative team and sets it apart from its competitors in Halloween entertainment. Not only does the event offer something that Disney and its brand never can with true terror,but they also change the event entirely every year with new stories and characters, unlike Disney’s identical, annual Mickey’s Not So Scary Halloween Party that it's designed for families and young children. Through the introduction of beloved characters, the constantly evolving elements of their special events and attractions, Universal had established the theme park division that is as recognizable and successful as the movie studio, Universal Pictures. Universal’s ability to delegate attention to each division, while still allowing each and every one to grown and excel in their given area is what has propelled the brand to the top of theme park entertainment. Under a brand that prides itself as a frontrunner through determination and planning, Universal Orlando Resort very well may become the most popular theme park experience in the coming years.

Universal Orlando Resort


Brand Element Analysis

The origin of the Universal brand name comes from the motion picture studio created by Carl Laemmle in 1912, which he named, The Universal Film Manufacturing Company. (Encyclopaedia Britannica, 2018) Two years later in 1914, the company expanded its movie-making capacity with the opening of Universal City, where guest could experience first hand how movies were made. (Press, 2000) This concept and the brand name were then carried over to the movie-inspired theme parks we know today. The Universal brand name has been present in American society for over a century, making it a strong, recognizable, memorable and timeless brand name. The Universal Studios name, is, therefore, instantly associated with movies and entertainment, with glamorous Hollywood and with the exclusivity of the behind the scenes experience the movie studios provided in the past. In general, the name is effective in communicating to consumers that they are about to experience a whole universe of attractions. The name is also adaptable. For instance, today the word universal can have positive connotations of inclusivity, with is something that the company has used to its advantage in several marketing messages such as “Love is Universal.”

Brand Name

Brand Element Analysis

While the generic Universal brand does not have any original characters of its own, it does use other branded characters from its movie productions and other licensed partners. Characters from X-Men, Harry Potter, King Kong, Despicable Me, etc. are iconic and therefore likable and memorable for Universal park goers. These characters are only as transferrable as they are known in other cultures, however, they do present many opportunities for merchandising and thus are transferable in that way.

Characters


Brand Element AnalysisLogos & Symbols

The original logo for Universal Studios Florida was used from 1990 until around 1999. This logo, had a retro neon feel that integrated both the elements of Hollywood and the blockbuster movies. With the beginning of the new century, Universal Orlando re- designed its logo to resemble that of the movie studio. This logo,like the brand name, is memorable and easily recognizable. It integrated colorful colors and the words “Orlando Resort” in order to distinguish it from the Universal Pictures logo. The latest iteration of the logo came in in 2012, to celebrate Universal’s 100th Anniversary. (Appelo, 2012) From a design standpoint, the cleaner and simpler text, together with the monochromatic color schemes make the logo more adaptable and it gives it a more modern feel. Despite these alterations, the logo remains memorable and meaningful.

Slogans

Universal Studio's first slogan and the one that was used for almost a decade was “Ride the Movies.” This slogan was consistent with their intent to present their theme park as a behind the scenes movie experience. Other slogan versions also aimed to communicate the same message, these included: “No one makes believe like we do!” ; “Jump into the Action” and “Experience The Movies. ” The current slogan, “Vacation Like You Mean It.” is unlike any of the previous slogans, as it does not directly make any reference to the rides or the movies. Instead is a modern and colloquial type phrase that appeals to younger audiences and indicates Universal is a unique vacation destination. This slogan was been adjusted and integrated with various marketing messages in which children tell their parents they are old enough to witness the thrill to be had at Universal. This fact indicates that the slogan aims to entice people, and especially kids to experience a vacation unlike any other at Universal Studios.


Marketing Programs Analysis

In the early 1990’s Universal Orlando made a breakthrough in the theme park industry by positioning as the “world’s biggest movie studio and theme park” and as “the only place on earth where you could ride the movies.” As mentioned before, “Ride the Movies” became Universal’s slogan and overarching promotional theme for almost a decade. This campaign included print, television and out of home-advertising, including 3-dimensional billboards of E.T., King Kong and Ghostbusters to promote the different rides.

Major Campaigns

"RideThe Movies"

Television Commercials from 1993, 1999, and 2000 used the Ride the Movies theme and tried to evoke that message by showing a mix of exciting rides, looks behind-the- scenes, actual footage of the movies and TV shows, and guest experiencing the park. By showing images of the diverse array of characters such as Jaws, E.T., I Love Lucy, Back to the Future and Dr. Seuss, it was clear that Universal was aiming to please both adults, teenagers, and kids.


2013

2014

"Vacation Like You Mean It"

"_____ Is Universal"

Fast forward to 2013, Universal launched a new campaign with the tagline Vacation Like You Mean It. While still showing the overall theme park experience with images from both the movies and the guests, with this 2016 commercial it is evident that the Universal brand shifted to a more modern and edgy feel. Along with the commercial, Universal launched a social media campaign with the hashtag #UniversalMoments that invited visitors to upload their favorite photos and videos to Instagram, Twitter, Vine, or the Universal website. (Cuban, 2015) Their clever use of user- generated content not only helped Universal to connect more with its audience but also to begin to appeal to the younger generations of consumers.

In 2014, Universal introduced a new campaign across digital and out-of- home advertising with “___ is Universal”. This tactic allowed universal to incorporate some of their favorite characters into their advertisements that their fans recognize. This is a key branding campaign that Universal continues to utilize throughout multiple different mediums.


Universal Orlando Resort

Universal Studios Hollywood

Originally, the two theme parks: Universal Studios Hollywood and Universal Orlando Resort would advertise separately. However, these separate names disconnected the brand and created confusion. (Glenn, 2017) For this reason, Universal rebranded to Universal Parks & Resorts and in 2017 launched the “I’m Ready,” national campaign that united both parks. The campaign included national television commercials, digital advertising placements, and a joint Universal Orlando and Universal Studios Hollywood web landing page. (Glen, 2017) The two commercials in the campaign, “Get Ready for This” and “One Thing to Say” show how Universal is a place to plan a full family vacation and that it offers more to vacations than the typical fairy tale. The ads were risky in showing little girls leaving their Disney princesses things behind, but it was a powerful and subtle message that reinforced Universal position as a brand that is modern, edgy and fun.

2017Influencer Marketing

In 2017, Universal implemented an influencer marketing campaign where they invited 17 influencers. These influencers were asked to create video content of their experience at the Orlando Universal Resort Parks and were not given any structure or topic. The whole idea of this campaign was to push ideas and topics that Universal Orlando wishes they could say about their parks, which includes slang words, different viewpoints of the park that the marketing team can’t see, and claiming to be better than other theme park competitors. The main target market was directed to generation Z, which research shows they are more involved on social media. The social media tactic for the influencer marketing was to push content that was authentic and real, which Donna Mirus Bates, Senior Vice President of Universal’s marketing communication and content development, stated: “When I do my social media, my number one thing is just to be authentic and real.” Universal has come across some controversy with advertising their Halloween Horror Nights, but always creates nice video content that is used for online and TV spots. These video commercials highlight the houses with recognizable characters from those horror movies or TV shows. Universal created publicity events where they created memorial sites near bus stops that replicated some of their houses, which some gained some negative public opinion. On top of marketing events and video spots, Universal has invested a lot of money into out-of-home advertising and cross-promotional ticket sales at local grocery stores to push for different target audiences and brand awareness.


Analysis of Main Competitors

DisneyIn 2013, Disney released a social media campaign #DisneySide through videos, the hashtag , pictures, posts and multiple strategic surprise marketing events to invite Disney fans to show their Disney side on social media. This campaign was created to engage their audience on social media and showing their obsessions with Disney. This campaign was designed to show that Disney is apart of their audiences personality, interest, and memories. The interesting thing about this campaign is that the company is inviting people to show their Disney Side and not them at a theme park. This pushes the idea that Disney is more than it’s theme parks and resorts. In 2016, Disney released the campaign Unforgettable Happens Here, which focuses on emotions of creating memories and experiences you will never forget, from your child to the parents to the family. They focus that unforgettable things will happen at every corner at the Walt Disney Resort. With taglines like “Create your family's story at Disney parks” and “The kind of moments that really bring us together happen here every day”, Disney is still really focusing on targeting the parent by using emotion to push for family memories and family vacations they will remember for years to come. In 2017, Disney released its new campaign Magic is Endless. This campaign highlights that families will make endless memories, smiles and laughter at Walt Disney World. They showcase their four parks where and their resorts that the family can experience. They use phrases such as “Discover the Magic of Walt Disney World Resort, Where Moments and Memories Have No Limits”, which really targets parents with children, giving them ideas on what to do for family fun vacations. (Zanolla, 2016)

"Magic Is Endless" "Unforgettable Happens Here"


Analysis of Main Competitors

SeaWorldMuch of the focus of Sea World advertising is on sea-themed attractions and animal interactions and is targeted toward families. Television commercials from the early 2000’s like this one incorporated music and visuals that illustrated the Sea World experience. This ad shows the roller coasters, and visitors looking at the animal exhibits while still maintaining the orcas as the main attraction experience in the park. After the release of the documentary Blackfish in 2013, SeaWorld has been criticized by animal rights groups and the public for its treatment of captive orcas. Since then, the company has ended its killer whale shows and in 2015 began launching a series of campaigns to restore its reputation. (Skift, 2017) The “Truth Campaign,” includes ads airing on cable television networks, print and out-of- home advertisements, as well as Public Relations initiatives and a website called AskSeaWorld.com. (SeaWorld Entertainment, Inc., 2015) This campaign, aimed to establish two-way communication with consumers and to give them a place to get the facts about SeaWorld and their animal care initiatives. This Get the Facts Ad features veterinary staff and it emphasizes that for SeaWorld killer whale care is an emotional and personal issue. The overarching campaign also included a series of “Meet the Animals” spots, that were more playful and lighthearted in tone.

After years of dealing with a poor reputation, in 2017, SeaWorld successfully demonstrated with a new campaign that they are committed to making a positive impact. The campaign called “From Park to Planet”, emphasized SeaWorld’s animal rescue and conservation efforts by showing the staff helping sea animals in the wild. (Skift, 2017) The voiceover and images are effective in provoking an emotional response and mirroring the company’s core values and mission. As can be seen, SeaWorld’s major campaigns have focused only on reestablishing its reputation. While they still show the roller coasters and the educational experience with animals, the aim is not centered on creating a competitive advantage over other theme parks.


Target Segment Profiles

From a broad theme park target audience standpoint, millennials represent the industry’s consumer base. A 2016 study conducted by PGAV Destinations on more than 1,500 U.S. theme parks and attractions visitors, found that people between the ages of 18-29 are the largest group of theme park visitors at 46 percent. According to the study, the average annual household income for guests at theme parks was $86,000- revealing that millennials have enough disposable income to spend on theme parks and entertainment. According to a 2018 study among a national sample of 2,201 U.S. adults conducted by the Morning Consult, millennial parents were more likely than other parents to say they’re interested in going to a theme park in the next year, at 78 percent.

Theme Park Audiences

46% Visitors18-29 years

old


Per the study, millennial parents are also more likely to say that theme parks offer a

good value for the price.

Recognizing these fundamental demographic trends in the industry, one of Universal’s core target audiences is young adults. But the theme park has taken a step further to also target different variations of these audiences, such as families with young children, families with teens and tweens, unmarried couples, and young couples without kids.


2016 Study - Disney v. Universal

A 2006 study analyzing and comparing theme park visitors from Walt Disney World and Universal Orlando, helped Universal uncover consumer’s emotional responses to its theme park.

Researchers gave participants a list of 38 words and asked them to sort them according to which theme park they fitted better (Table 1). They did a similar exercise with pictures. The pictures most often selected for Disney World were those that showed relaxing/calm settings, typical ‘all-American’ families, romantic couples and children playing. By contrast, pictures associated with Universal Studios Florida were those depicting people involved in exciting, challenging activities such as white- water rafting or mountain climbing, people expressing exuberance and triumph, and images that convey power, the unknown, the future, ‘a new path’ and a different direction.

From these insights, researchers identified that Disney guest and the Universal guest are very different and expect different things from the experience. Universal has since then developed a brand image that resonates with the type of audience and it has position itself as a theme park that delivers thrilling rides and unique entertainment experiences for the whole family. Thus, Universal target audience includes those who are little more unconventional, who are looking thrilling experiences and that do not buy into the mainstream.


Who Should Universal Target?

Giving that Universal’s demographic segmentation includes individuals from a variety of ages and that it has established entertainment options on the basis of age, there is potential to target different generational cohorts different form millennials. For instance, those in the generation Z (those born between 1995 and 2015) show a consistent affinity for current pop culture and therefore could appreciate Universal’s IP’s found in the parks. According to the PGAV Destinations study, this generation was the most impressed with technology with 59 percent saying it made them more likely to return and 44 percent say tech gadgets encourage them to stay longer at a destination.


Competitor Target Analysis

Disney’s primary target market includes is children around four to 12 years old, which are the brand enthusiasts are the most excited about the brand. Mintel One in four parents says they buy their children what they ask for most of the time. This shows that the primary target market, which is younger children, have the ultimate buying power for food and entertainment industries. Disney’s secondary target market is parents around 35-55 years old. These are the people that will buy things that associate to what their children love or are interested in. This target has the actual control over the purchasing, but studies show that this group also grew up with Disney nostalgia, therefore, Disney plays into making the parents memories their children's. Disney also targets Millennials, from ages 18 to 32. Millennials are now starting to become parents and this generation grew up watching Disney blockbuster hits and going to the theme parks. As stated before, Millenial parents are more likely than any other parents to be interested in going to a theme park in the next year by 78 percent versus 59 percent, according to the Morning Consult survey

Seaworld’s whole marketing scheme has been damaged since the film of Blackfish and people questioning the way they operate their business. Seaworld consists of two target markets, the primary market is for families and friends coming to the parks for fun and amusement, and the secondary market for people to receive an educational benefit to coming to the parks. The primary group is the biggest one they market to. This group generally are families with children, and this is evident in their marketing efforts. With the primary group, they showcase things that involve their roller coasters, live shows and other forms of entertainment. The secondary market targets education groups such as summer camps, schools, teachers, and youth groups. These groups are looking for fun ways to learn by creating memorable experiences with the educational efforts, classes, and shows they offer.


Brand Benefit & Differentiation

Analysis

Why Go?

According to the previously mentioned 2006 study, Universal Studios is associated with high-intensity activities, with triumph, power, etc. The core benefit sought by Universal Studios’ target market, young adults, is the need for excitement and fun. Based on the study, it seems that Universal Studios satisfies these consumers’ needs. Their compelling reason to buy is the sense of thrilling adventure that can be found at the theme park. With high- intensity rides associated with some of the greatest adventure movies of all time, such as The Incredible Hulk and Jurassic Park, it is no wonder the audience is satisfied. This feeling is harder to find at Disney World, which according to the same study, is associated with romance and relaxation.

High-intensity Thrills &

Excitement


For another of its target audiences, families with young children, Universal Studios must satisfy their want to have fun with the whole family. No matter how young the children are this is possible, with less intense rides, such as Despicable Me ride and the Simpsons ride. Unmarried couples are also targeted by Universal Studios. For this segment to choose this theme park over Disney, both would most likely be thrill-seekers who are not necessarily looking for such a romantic scene. The exception to this would be if both people in the couple are interested deeply in the movies for which the rides were created. This would give them a sense of nostalgia that could translate into romantic feelings. This also applies to another of Universal Studios’ audiences, young couples without kids. Families with teens and tweens, another of the theme park’s target segments could be looking for a fun place for the whole family. Since the kids are too old for many of the low- intensity rides found at Disney, Universal Studios is a great location for them to satisfy that need. This segment is very similar to young adults.

Universal has something for everyone.


Points-of- Difference

With Universal Orlando being such a revolutionary and popular destination for people all over the globe, it is important to differentiate what sets the resort apart from its competitors while also acknowledge what makes it such a viable theme park option. To truly highlight the park’s brand excellence, one needs to examine Universal’s point-of-differences and points-of-parity.

Differentiations

Key Attributes

Functional Design Concerns

Key Endorsements

One of the most notable key attributes associated with the Universal Orlando Resort brand is their possession of some of the most beloved characters of all time. Throughout the entire resort, guests constantly see attractions, merchandise, products and even the characters themselves from films and stories they have grown up watching. What makes this different than some of Universal’s competitors is that their characters are often from films that appeal to more than just a younger or very specific age group. Their featured films attract a wide variety of ages, therefore targeting multiple demographics and age groups in a way competitors cannot. This enables Universal to appeal to age groups over many years, not just during a select few.

Key Attributes


Functional Design Concerns

Key Endorsements

In terms of their functional design concerns, the second guests enter the resorts they must go through CityWalk. This immediately establishes the tone of the entire resort as guests are in the middle of lights, music, restaurants, shopping and entertainment opportunities outside of the parks. Everywhere a guest looks there is a reminder of the variety of excitement Universal has—it feels and looks like a party. Additionally, consumers have the option to choose between entering Universal Studios or Islands of Adventure from CityWalk, making it extremely convenient and also giving them the option to start their story. Once they enter the park, they can go directly from one park to the other from inside through the Hogwarts Express, something their largest competitor, Disney, does not offer. This key functional design prevents the guest from ever leaving the immersive environment and emphasizes the resort’s dedication to convenience.

With the partnership of cherished stories from intellectual properties throughout the parks and with special events like Halloween Horror Nights, Universal has established connections with the creators of these projects and therefore have their approval to bring their stories to life. It involves ample amounts of trust for creators to allow their projects to be included in a theme park and for someone else to take the creative reigns to create it in real-life. For instance, with the inclusion of The Wizarding World of Harry Potter several years ago, the creator J.K. Rowling entrusted Universal Creative to take her life work and make it into a completely immersive environment for guests of generations to come to experience her characters. In signing over her story to Universal, which did not produce the films, she gave her endorsement and trust to Universal.


Points-of- Parity

Category

Competitive

Correlation

Category

With category points-of-parity, there are ample elements that are constant throughout nearly all theme parks. Some of these include security measures at the entrance, ticket purchase windows, and guest services prior to entering the park, ample attractions, shows and food and beverage opportunities to appease a wide array of guest interests and park maps to guide guests throughout the parks. All of these elements that put Universal within the theme park category give to large crowds of tourists, probably the most common element. These all combine to make theme parks and resorts similar, however, with special and creative elements Universal Orlando pushes itself past the competition with its hotels, thrills and multiple characters.

Competition

The largest competitor for Universal Orlando is most definitely Walt Disney World. Each of these resorts, located within 20 minutes of one another, is consistently creating elements to compete with the other to attract more guests. Disney is known for their family-friendly attractions, which is what they do best. Universal in turn has introduced characters that appeal to younger audiences, like Despicable Me or Harry Potter, to bring in a younger demographic the way Disney does. Additionally, both parks utilize their endless supply of film productions and incorporate them in their resorts. Disney characters are some of the most well-known in the world, but Universal has many productions that also are known by generations and generations of families. They also try to push past Disney but taking advantage of intellectual properties, specifically with Harry Potter which is one of the most recognizable and popular brands of all time. Both parks also open similar attractions and even open them at similar times to garner attention for their respective parks. For instance, the opening of Disney’s Pandora expansion in Animal Kingdom was very close in proximity to Universal’s Volcano Bay opening. This was most likely done to bring guests away from their competitors' new resort expansions.

Correlation

The correlation point-of-parity for Universal largely surrounds the balancing act of being thrilling and exciting while still being family-friendly. Often within the hospitality industry, there is a push and pull between the ever-growing, popular thrill rides and the family attractions that are more suited for younger visitors. Many people associate Universal with a more “grown-up” vacation. And while it does produce elements that are geared more toward adults, like inverted roller-coasters and the incredibly popular Halloween Horror Nights, the resort still has more than enough attractions and shows that are family- friendly. The key for branding Universal Orlando is to emphasize its strength of thrills while still acknowledging this other audience they are able to satisfy with their park components.



CONSUMER RESEARCH QUESTIONS

THE BRAND EXPLORATORY

RQ1: How do consumers perceive Universal as a theme park? RQ2: What are the consumer perceptions of Universal compared to its main competitors? RQ3: What aspects of the brand offerings appeal the most to consumers? RQ4: What is the level of awareness of Universal and its offerings among consumers?


Data Collection Method

Research Design

Online Survey

We chose to utilize an online consumer survey through UCF Qualtrics for our research method. We felt this was the best and most effective way to gather data on who Universal’s key audience is and, in turn, uncover what they enjoy most about the resort. The survey will consist of open and close-ended questions and we will use interval measurement scales in each survey item. This approach will enable us to measure the absolute differences between the different levels of perception and awareness. Personal interviews and focus groups, although effective in providing in-depth and unlimited responses, are not feasible for this research as it is imperative we gather data from a larger sample, including those who are not necessarily in the Orlando area. The problem our group is looking to uncover is what differentiates the Universal Orlando brand from its other entertainment competitors in the Central Florida area. With Orlando being one of the most popular tourist destinations in the world, obtaining information from a large number of participants is key to discovering what it is that attracts guests to Universal. In having a survey with multiple questions assessing the participant's enjoyment of theme parks, what it is the attracts them or turns them away and their frequency of attendance, among other factors, will enable us to hone in a solution to the question we are looking to uncover with the brand audit. Thus far, the research we have gathered about the Universal Brand and its competitors have provided us with the background knowledge needed. But with the survey results, we will be able to bring personal guest opinions to the brand audit and form our conclusion.


PlanningWith the survey, we will be implementing a snowballing recruitment method by sending out the survey to our acquaintances and friends. The primary means of doing this will be through social media, particularly Facebook. By putting the survey on social media for participants to do, we will be able to gather data from a wide array of participants with different demographics and psychographics. The survey will take participants roughly 10 minutes, making it easy for them to complete. Facebook enables viewers to then share the survey themselves if they chose. We will post it on our personal Facebook timelines as well as groups we are a part of to get a variety of responses. The desired sample size for this survey would be approximately 60 individuals to ensure external validity of the results.

10 Minutes Survey shared with Facebook


Major Findings

Demographics PsychographicsWill travel far to experience a theme park Really only likes to visit a theme park once a year Comes to the theme park with friends more than family Comes to theme parks for rides and attractions and the atmosphere

Age: 22-37, Millennials Gender: Male and Females

From the total sample of the survey participants (N = 97), 35.19% of them answered they had attended Universal Studios Orlando in the last year; therefore, enough participants from our sample size can provide meaningful information to conduct our brand audit recommendations. In addition, even though most of our participants visited Universal Studios Orlando last year, only 29.55% of respondents indicated plans to visit the park on 2019 compared to an overwhelming 55.68% who said they would visit Walt Disney World in 2019. Indicating an opportunity to incentive our desired target audience to visit Universal through targeted marketing campaigns.

When asked about what traits are the main factor when choosing a theme park to visit, the number one answer was rides and attractions at 59.09%.


Major Findings: How Does Universal Compare to Others?

Universal stands out to be the most thrilling and unique in the Orlando theme park industry. According to our survey, 25.93% of participants rated Walt Disney Worlds as more "Kid Friendly", while only 4.94% indicated the same for Universal. Conversely, 50.62% of respondents said universal was “Thrilling” compared to only 1.23% for Disney. In addition, 45.5% of respondents felt that Universal is better than other typical theme parks


PROPOSED BRAND

POSITIONING & IDENTITY

Universal Studios does not offer any new or different leading attraction technology in comparison to their other competitors in the Orlando theme park industry. In fact, Universal and its other competitors such as Walt Disney World and Seaworld, share the common factor that theme parks bring people together for fun.

Points-of-Parity

Points-of-Difference Universal Studios shares something that some of its main other competitors do not. Thrill. Tourists look at universal for the thrill and for the fun they can share with their families and friends.


What's Different?Universal Studios offers a much more unique experience to entertainment in the Orlando theme park market. Universal offers fun for people of all ages, however, the main target audience is people that want to ride roller coasters, people that are fun places to spend time with their friends, and people that like engaging in adult-like activities such as nightlife, live music, alcoholic bevergaes.


BRANDING RECOMMENDATIONS

Based on the previous brand audit, it can be concluded that Universal is on the right track when it comes to their implementation of new marketing programs that appeal to their desired target audience, therefore it is not necessary to propose a completely new marketing program to the company, instead, enhancements will be more effective. Universal’s brand associations are heavily based on visual recognition. Some ways that would effectively demonstrate the integration and understanding of Universal as a unique, fun and thrilling theme park, would be through direct mail, social media, and outdoor advertisements and with new merchandise. These options are extremely visual and consumers would easily be able to pick up on recognizable Universal brand elements such as logo, slogan, and characters.


Direct Mail


Social MediaSocial media for Universal should highlight their campaigns, like “Vacation Like You Mean It” and “___ Is Universal.” We recommend that posts include the ample thrills throughout the resort as well as the special events they offer that are unique to Universal, like Halloween Horror Nights and Mardi Gras. These special attractions and events differentiate the resort from its other main competitors and are what draws in their key audiences. Posts will our guests on the thrill rides, emphasizing how exciting and fun the attractions at Universal is. Additionally, they will allow guests to join in on the fun with the hashtags that correlate with the campaigns and share with the Universal social accounts their own photos and experiences that can be featured on the channels. The more adult-friendly elements at the result will be displayed, particularly the specialty drinks and nightlife offered to guests.

Instagram

Facebook

Twitter


Outdoor AdvertisingAn advantage of a long-standing lifestyle brand such as Universal is that their target market spans across many generations. To rectify this issue, different outdoor advertisements should be used to attract to all consumers. The strategy behind this effort is to communicate through images and copy, how the universal experience can appeal to anyone. Messages like “From Thrilling to Chilling” and “Expect Epic” combined with images of people of all ages experiencing the different rides and attractions will successfully appeal those audiences that seek both a sense of adventure and calculated fun.


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Universal Studios IMC Budget Allocation


Apparel

Current Merchandise

Recommended Merchandise

Based on our survey findings, many of the word associated with Universal included fun, thrilling, interesting and unique among others. Conversely, words used to describe Disney included magical, family friendly, nostalgic and traditional. Not surprisingly, these two opposite associations coincide with the position each of these theme parks has taken in the market. When looking at Universal brand elements, they are consistent in conveying they are fun and contemporary, however, a brand element that is lacking in this aspect is Universal’s own branded merchandise found in the theme park stores. Many apparel items and souvenirs with the Universal logo seem outdated and do not evoke fun, interesting or unique.

It is our recommendation, that Universal remains consistent with its positioning across all marketing messages as well as in all brand elements. We recommend incorporating the Universal logo and slogan in unique and interesting ways, so that it will not only be consistent with the brand essence but it will also appeal to people of all genders and ages, and that ultimately will strengthen the brand image.



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