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The Town of Duncan is relatively unknown in the Upstate. However, they received funding to develop a first-class family water park, and they needed to create an entire brand reflective of the experience that families would receive. The greatest challenge was figuring out how to break conventional mindsets, in regards to traditional advertising for local attractions. To get the client thinking on a grander scale, we encouraged them to realize that, if marketed effectively, the town could have an attraction that could draw business, not just from locals, but from across the region.
Creating an entire cast of characters, such as Captain Duncan and the rest of his zany crew, enabled Shipwreck Cove to connect with children and their families on a fun and exciting level. Through the development of everything from marketing collaterals, mascot designs, character development and advertising campaigns to entire corporate sponsorships and funding initiatives (which included pricing structure, value props, and sponsorship collaterals), the park opened to local and regional success in 2009.
