Consumers
may notice something new in Busch Gardens advertising campaigns launching in
January: a new brand mark. The company debuts a new look for the Busch Gardens
brand mark, or logo, seen first in 2013 broadcast, print, digital and
out-of-home advertising campaigns. The new brand mark will replace the old one at
both park locations in Tampa, Fla., and Williamsburg, Va., over the next
several months.
Over
the past two years, extensive guest research was conducted through both
quantitative surveys and qualitative focus groups, to better understand guest
perceptions about the Busch Gardens brand and what drives their choice to visit
the parks. These consumer insights helped influence
the development the revised logo.
“For
more than five decades, the Busch Gardens parks have been known for offering an
unparalleled mix of thrilling coasters, entertaining shows, natural
environments and animal encounters,” said Michael Hartman, Senior Marketing
Officer for the Busch Gardens brands. “The new look will help consumers better
identify the Busch Gardens brand with those experiences and memories when they
visit these parks.”
The
logo evolution includes a newly refined font type in a color palette better
representing the lushness of the parks’ natural landscapes, as well as new iconography
in the form of a “Coaster Tree.” The new icon is the expression of both a coaster
and a tree, the intersection of thrills and nature, visually portraying the fun
that guests experience at both Busch Gardens parks.
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