Universal Orlando Resort
The Moments that matter
Most theme park ads show up when it’s time to buy. Universal Orlando wanted to show up earlier, while people were still deciding what kind of trip they wanted.
Our strategy team mapped five kinds of guests (superfans, memory makers, thrill-seekers, day visitors and annual passholders) and what each was looking for along the way. I took it from there and led the creative: short videos that answered those questions right where people were looking for them on the Universal site.
That included an all-day coaster-stacking guide for thrill-seekers, a countdown of the most iconic lands, a Wizarding World rundown for superfans, and a hotel series to help guests find the right fit.
Role: Ideation | Art Direction | Oversight
TEAMMATES
AD/Motion: Alex Miller, Baozhen Li, Meghann Kennedy, Chuk Nwankwo
Copy: Callahan Kennedy
CD: Emily Yates
5 Key AUDIENCE PERSONAS
SUPERFAN
MEMORY MAKER
THRILL-SEEKER
DAY VISITOR
ANNUAL PASSHOLDER
Audience: Thrill-seekers
All-day coaster stacking
A guide for thrill-seekers to keep the screams going all day, “coaster-stacking” from warm-up rides to all-out epic finales.
Journey Map Insight: Unsure how to get the most out of a UO trip to satisfy their need for thrills
Content: Video - Island of Adventure LP
Audience: Day-visitor
Countdown: 5 Iconic Lands
For guests ready to hit the ground running, we’ll count down the most iconic lands with pulse-pounding fun, and nonstop adventure.
Journey Map Insight: Promise of great, adrenaline-packed memories
Content: Video - Things to do LP
Audience: Superfans
All The Magic Awaits
The Wizarding World of Harry Potter, highlighting the best rides, must-see shows, can’t-miss snacks, and hidden gems across all three lands, fueling excitement before going all in.
Journey Map Insight: The idea of immersing themselves in a magical world
Content: Video carousel - The Wizarding World Landing Page
Audience: Each
Hotel Vibe for your tribe
A short video series highlighting each Universal hotel’s unique theme, vibe, and amenities, helping guests find the right fit for their stay.
Journey Map Insight: Confidence that they are well-informed, making good decisions and getting a good value.
Content: Video carousel - Hotel Overview Page
BUILD PERSONAS →
JOURNEY MAPPING →
⌾ CREATE CONTENT (This is where I came in)