Featured case study | Armstrong D10 Product Launch

Armstrong Product Launch




Knoebels Amusement Resort

We made family friendly the family friendliest.


WATCH THE VIDEO



THE CHALLENGE


Our client wanted to remind families that Knoebels is more than just rides.


Knoebels Amusement Resort is a different kind of destination. First, it’s located in the beautiful mountains of Elysburg, Pennsylvania, a remote part of the state. Second, it’s a family-owned park that doesn’t focus on the latest, greatest, fastest, sleekest, or high techiest things out there. Instead, it values nostalgia, affordability, and the memories that come from families being together. To launch the upcoming year’s campaign, Knoebels wanted to communicate that they were a one-of-a-kind resort filled with fun, affordable activities for the whole family including a campground, pool, golf course, and restaurant.


Project Types

Strategy
Marketing
Creative
Public Relations






Our first step was to research everything from Knoebels' history, to their online reviews, to what people were discussing on their social channels. After reading the numerous stories of families that have been passionate visitors for generations, we came away with one resounding conclusion: This was a destination for all ages, for all time. Combining this research with our understanding of human behaviors, Anderson’s campaign showcased the nostalgia of grandparents sharing memories and parents taking their children on their favorite rides. Because when you can share smiles that span across multiple generations, you truly have something special.


“We strategically planned the production of the video to include several shorter cuts of the main broadcast spot, allowing us to create a series of videos to promote on their social media channels."

Kevin Clarkin , Director of Client Services