CASE STUDY: Seabreeze Amusement Park

In 2001, the challenge facing this venerable Rochester landmark attraction was clear: to increase their market share in both Rochester and Syracuse in an environment of increased competition. The constant introduction of new entertainment options for families has made maintaining market share a challenge. Through strong brand identification and the introduction of a new attraction (The Wave Pool), Seabreeze sought to increase the number of visits for the summer of 2001.

THE IMPLEMENTATION STRATEGY
In the research phase of our process which preceded development of the marketing strategy, we focused on two issues: first, what was Seabreeze’s core constituency, and what were the primary motivations that caused them to choose Seabreeze? And second, was there a particular expectation of the Seabreeze brand that was distinguished from the expectation our target audience held of other “amusement/entertainment” brands?
Our Market Voicing process yielded answers that in turn allowed us to construct a winning strategy. Seabreeze most appeals to younger children, and to their parents, many of whom as kids loved Seabreeze themselves. In this way, Seabreeze is distinguished from its competitors “in terms meaningful” to its target audience, which is what prompted the development of this positioning statement (What Seabreeze is best at, for whom, and why):

Seabreeze is the best summer entertainment choice for parents who place high value on engaging family experiences their children will love and remember. Seabreeze is safe, fun and manageable, providing parents with a relaxing and stress-free way to experience the pure pleasure of seeing their children happy.

In this way, Seabreeze cannot be confused with Darien Lake (for teenagers who yearn to breathe free) or Roseland (it’s only about waterslides) or even Disney World. We discovered the market leverage inherent in a simple truth about Seabreeze—that it makes life easier for parents, delights their children, and rewards the family in a unique and memorable way.

EVIDENCE OF RESULTS
The advertising campaign, which challenged our target audience to “come get your summer” at Seabreeze, was more than enough to neutralize the impact of new and strong competition. The new positioning promise, “More smiles per hour,” was a hit. The ads, which no longer featured the long-used Seabreeze jingle, were modestly produced, but aimed directly at the value system of the target audience. Combined with relatively good summer weather and a great new attraction (the Wave Pool), Seabreeze Amusement Park enjoyed its best summer ever, according to our client, posting the “highest attendance figures since 1996, and highest sales figures ever.” The advertising we produced together also received national recognition in the amusement park industry.