Problem How does a theme park appeal to a wider audience after being out of commission? Solution By highlighting all the new experiences in a mom- friendly out of home (OOH) campaign. Background Santa’s Village Azooment Park has welcomed over twenty million guests since 1959. After four years of being closed, they reopened their gates in Octo- ber 2010. The park historically was geared towards families with children under 12, with recent additions including the Super Cyclone roller-coaster, Santa’s Vil- lage is expanding its appeal to older children. Objective Santa’s Village wanted to highlight their new rides, new experiences and new events leading into their summer season. They wanted messaging to appeal to their new audience of teenagers, while also reengaging their mai

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