The Challenge

In the increasingly competitive travel sector, where cut through in the advertising space is increasingly challenging, Universal Orlando Resorts wanted to generate familiarity and educate listeners on their offering, as well as how they are different from their competitors.

The idea

Ronan Keating has been approached by every theme park in the world to perform his biggest solo hit on a roller-coaster. As our brand-new Magic breakfast host could we convince Ronan to sing “Life is a Rollercoaster” on a rollercoaster?

Yes. Over twenty weeks of activity on Magic, we brought the partnership to life through delivered pre-recorded trails, social posts, livereads, competition rounds, a homepage takeover, online creativepage & video content. The campaign culminated in a complete social and on-air takeover for 2 days live from Universal Orlando.

Execution

Results

83% of people exposed to campaign

agreed Universal Orlando Resort had something for everyone

52% took action as a result of the campaign