Public Relations Agency NYC PR Firm

OBJECTIVE

Named after an iconic piece of Coney Island's history, Luna Park continues to represent the largest amusement venture in the area. With over 40 attractions, Luna Park provides New Yorkers and tourists the ultimate beach side experience, with a world-class mix of sun, surf, games, and entertainment.

5W was tasked with the multi-phase campaign for the construction, opening, and launch of the park's newest thrill ride, the Thunderbolt Roller Coaster, which included generating awareness among key media, as well as building and expanding Luna Park's visitor base, locally, nationally, and internationally. The challenge faced was keeping the media abreast with relevant updates surrounding the opening despite continuous weather delays from February through June, during the construction of the Thunderbolt.

STRATEGY

To build anticipation of the Thunderbolt Roller Coaster while it was under construction, 5W focused on tactical and timely outreach to all relevant media.

5W created a strategic media plan that provided unique story angles to top tier regional and national publications to increase the park's recognition to a diverse audience across the country. The overall campaign launched in the summer of 2013, with 5W seeding regional New York media outlets with the announcement of the new ride, further educating consumers about Luna Park, and the continuous revitalization of the entire Coney Island area. The second phase of the campaign generated awareness of the Thunderbolt Roller Coaster's groundbreaking ceremony.

The next phase of the campaign focused on the grand opening of the ride. With the challenge of continuous bad weather, the opening was pushed back from Memorial Day Weekend to mid-June. To officially announce the opening day, 5W secured a second exclusive story with The New York Times to have the official "first ride." 5W worked with Metro Reporter Andy Newman, whose daughter and friend volunteered to participate. As a result, their experience was made into a mini-movie that was featured on NYTimes.com, which was then picked up by numerous regional and national news outlets. In addition to the New York Times, 5W also secured a television exclusive with Good Day New York, with host Greg Kelly and his team as the first TV Crew to take a ride on the Thunderbolt.

RESULT

5W secured broad media coverage, including: The New York Post, CBS New York, WPIX 11 News, NBC New York, Time Out New York, Gothamist, NY1 News, and others. 5W also secured stories during the Park's off season in outlets including: USA Today, The Los Angeles Times, Jaunted, Babble.com, and more, each highlighting that the ride was set to open in 2014.

Moreover, 5W secured an exclusive half page full feature story in The Wall Street Journal to hit the day of the groundbreaking ceremony while also securing every major TV station and newspaper in New York to attend the event. We also garnered placements in media outlets including: FOX 5, WNBC, WABC, WCBS, WPIX 11, WLNY, NY1, News 12, The Associated Press, The New York Times, Newsday, Metro New York, New York Daily News, the New York Observer, Gothamist, The Brooklyn Paper, and others. Within the travel, family and parenting sectors, 5W secured stories with Family Circle Magazine, Time Out New York, WHERE New York, IN New York, CNN.com, Gizmodo.com, AOL Travel, USA Today, DNA Info, CNN Money, among various others.

In addition to general outreach on the new ride, through a strategic approach, 5W pitched an exclusive story to New York Magazine highlighting the innovation behind the Thunderbolt Roller Coaster, as well as an exclusive story to The New York Times, highlighting the construction process of the ride. Each story featured exclusive interviews with Mr. Zamperla, President and CEO of Zamperla S.p.A, and Mr. Ferrari, President of Central Amusement International, both of whom run Luna Park.

For the grand opening day event, 5W saturated regional New York media with invitations, and secured the following coverage of the event: FOX 5, WNBC, WABC, WCBS, NY1, News 12, WYNW, WINS-AM, CBS Radio, WOR-AM, New York Post, Newsday, Budget Travel, Gothamist, AM New York, Metro New York, Yahoo!, New York Observer, PureWow.com, and more. Additionally, 5W continued outreach and secured a full morning segment with WCBS News as well as WPIX 11 News later in the month.

Ultimately, the Thunderbolt Roller Coaster campaign resulted in major, nationwide media attention for Luna Park and Coney Island, as the launch generated 520 placements, and more than 1.5 billion media impressions. Overall, Luna Park's attendance increased by 30% for its 2014 season as a result of these efforts.

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