CASE STUDY: UNIVERSAL STUDIOS
The Challenge
Universal Studios experienced a steady decrease in revenue in ticket sales as a result of a lack of a clear point of difference from Walt Disney World.
Our Contribution
Using Insight's proprietary ethnographic tool, we were able to identify the unique experience provided for families at Universal Studios, and uncover the unique emotions associated with the experience. With this insight, we were able to redirect and enhance branding efforts and marketing communications. A marketing campaign was developed that helped Universal Studios differentiate and motivate potential visitors to the theme park.
The Result
Universal Studios increased its revenue from the previous year, resulting in a 12% increase in attendance from the summer of 2006 to the summer of 2007.