Dreamworld finds happiness with SapientNitro

Having created happiness for its guests over more than 30 years, Gold Coast theme park Dreamworld is using these moments in a new brand campaign 'Dreamworld Happiness.'
Making use of its newly appointed creative agency SapientNitro, the new brand campaign was drafted with the goal to capture real guests, experiencing real moments of happiness at the attraction.
SapientNitro, Associate Creative Director, Cristian Staal explains how the new campaign captures those memory-making moments that families experience, stating "with new clients we undertake qualitative research to build a brand blueprint or strategy. One of those research processes is to experience the product, while we were walking through Dreamworld it was clear that guests all around us were experiencing authentic moments of happiness and all we needed to do was capture these"Rather than hiring models to pose for photographs or actors for the television commercial we used real guests and captured their real reactions as they were taking place on Dreamworlds thrill rides and with characters and wildlife."
Dreamworld Sales and Marketing General Manager, Kathryn Valk explains why the business felt it was necessary to go through a re-brand despite having such a strong and established brand.
Valk explains "over the 30 years an iconic brand has been built. We have incredible trust and loyalty with our guests and are very proud that the Dreamworld brand is so well-known both locally and internationally.
"To ensure that the relationship between our brand and guests continues to be a meaningful one we recognised the importance of taking a step back to reflect on our heritage and what that means to our guests to form a clear direction for the future."
The Gold Coast theme park has invested heavily the past two years and now has a new brand to drive new attractions including the Big Brother Experience, DreamWorks Experience, Big 7 thrill ride BuzzSaw, adventure ride Shockwave and exotic animal exhibit The Lair.
In addition to Dreamworld and sister waterpark WhiteWater World undergoing a re-brand by SapientNitro, the agency has also been brought on board to create a fresh brand identity for SkyPoint Observation Deck and SkyPoint Climb which are both also owned by parent company Ardent Leisure.
SapientNitro services global leaders such as The Coca-Cola Company, Chrysler, Volvo, Target, Kmart and Vodafone through operations in North America, Europe, and Asia-Pacific and more locally was the brains behind the award winning 2009 Tourism Queensland 'Best Job in the World' campaign.
View the Dreamworld Happiness television commercial at

http://youtu.be/PgN7QRBzxm4