For the Dreamers
Dreamland is fast becoming one of Kent’s must visit family attractions. A recent revival to the venue across both the brand and park has led the way for Dreamland to fast become the cultural hub of the South East.
Dreamland needed a creative agency who would help elevate the park’s reach to families across Kent and new visitors travelling down from London.
Defining the campaigns
As their newly appointed creative agency, we were responsible for producing creative which could be delivered throughout their key seasons, including for campaigns during their two busiest periods of the year; Easter and summer,
To achieve this we first established a discovery workshop with the client in order to define the profiles of their audiences. This ensured our creative executions remained both relevant and engaging, be it targeting families across Kent or young millennials from the city.
Capturing #1000smilesperhour for multiple seasons of the year
Our approach to the creative was to showcase the personalities and emotions of the Dreamland visitors, encompassing a large scale photoshoot which would become the ‘hero’ imagery for the campaigns across each season.
We wanted to capture the sheer joy they feel whilst riding the iconic, historic vintage roller coaster.
After weeks of preparation, storyboards, production management and choreographing we took over 3,500 images, hours of footage (and 87 roller coaster trips) to produce the multiple stories of emotion we needed to communicate the Dreamland experience throughout the year.
Converting the content into creative
Whilst the imagery provided stunning visual photography for the creative, we injected some complementary design flair to produce a suite of creative assets which spanned both online and offline advertising.
The summer campaign was also coupled with weekly themes for the park, where each week of summer featured its own bespoke ident.
Record breaking results
The campaigns for Easter and summer spanned all touch points across Kent and London, including buses, billboards, print, digital and social.
The results of the social stories for Easter were the highest to date, whilst their summer campaign generated a record number of visitors.