Universal unveils new ad campaign
Universal Orlando has unveiled a national ad campaign focusing on the more grown-up aspects of the resort — and distinguishing itself from rival Walt Disney World.
“Kids grow up,” the ads say. “So do vacations.”
The 30-second television spots feature themepark fans with older kids enjoying the Incredible Hulk roller coaster, the Spider-Man ride and Harry Potter lands.
“We thought about what you said,” the visitors say. “About not being treated like a little kid any more. Staying up later. Being more adventurous. We just have one thing to say about that: It’s about time.”
Universal spokesman Tom Schroder said in an email the ads stress “we are the vacation destination for today’s families and for the next generation of families. As your kids grow up, we are the place they want to go on vacation. We are what’s next for you and your family.”
Universal is distinguishing itself from Disney, which “has carved out and pretty much owns the family vacation market,” Rollins College marketing professor Mark Johnston said.
“Universal’s saying come and have a different kind of experience, a more adultoriented experience.” their natural behaviors rather than tricks.
SeaWorld Entertainment made the decision amid years of controversy over its orcas that was fueled by the documentary “Blackfish.”
SeaWorld first announced in 2014 it would end the shows in California, where negative publicity has affected the company particularly hard.
In March, SeaWorld announced an end to killer whale breeding and at the same time said it would end orca stunts throughout its three namesake theme parks. SeaWorld Orlando will have its last traditional whale shows in 2019. in November will no longer be available after Feb. 17.
Disney originally rented out the upscale shaded structures near Space Mountain for almost $700. The price later dropped to $500. Disney described that as a seasonal change.
The cabanas include lockable storage, charging stations, sunscreen and insect repellent, water and soft drinks, and food.
A Disney spokeswoman said the cabanas had been planned as a test to run through mid-February.
Disney World has introduced a number of offerings aimed at higher-end guests. Add-ons available at the theme park have included dessert parties, early packet pickup for runners in races and preferred parking. day started a limited-time quick-service dining deal for Magic Kingdom visitors.
Through Feb. 22, adult guests can save up to 20 percent by purchasing a $29 Disney Dine-on-theGo Meal Pack. It includes a quick-service lunch and dinner, each with an entree and nonalcoholic beverage.
The deal costs $12 for children.
Participating restaurants include Casey’s Corner, Columbia Harbour House, Cosmic Ray’s Starlight Cafe, Pecos Bill Tall Tale Inn & Cafe and Pinocchio Village Haus.
The first-ever Marvelthemed attraction at a Disney park — Iron Man Experience — opened last week at Hong Kong Disneyland Resort.
Walt Disney Parks and Resorts Chairman Bob Chapek joined members of the Hong Kong government to unveil the attraction bringing the Iron Man character to life.
Visitors will experience an Iron Man storyline and see Hong Kong landmarks including Tsing Ma Bridge and Victoria Harbour.
The attraction also features a Become Iron Man interactive game.
Disney has been investing more into its Hong Kong theme park, which has experienced falling attendance. Visitor numbers dropped by 9 percent to 6.8 million people last year, according to an annual report by the Themed Entertainment Association and the Aecom consulting firm.
Late last year, Disney announced Hong Kong Disneyland will get a multiyear, $1.4 billion expansion.