Kennywood Park (http://www.kennywood.com) is western Pennsylvania’s largest provider of summer fun and a National Historic Landmark highly regarded as America’s finest traditional amusement park. Kennywood is part of the Palace Entertainment (http://www.palaceentertainment.com) family of parks that hosts over 14 million visitors annually at five theme parks, two animal parks, 10 waterparks, and 21 family entertainment centers. Palace Entertainment is part of the Parques Reunidos family of parks.
For many years, BrandMill has provided strategic marketing communications counsel to Kennywood Park in the areas of branding, targeted marketing (to moms, families and teens), public relations, media relations, media buying, email marketing, pricing, promotions, sponsorship sales and new Web 2.0 strategies. All of BrandMill’s efforts have helped Kennywood Park to continue to build, preserve and protect its leadership position as the largest provider of summer fun throughout the Pittsburgh region.
Kennywood Park, a 100+ year old brand is stronger and more well respected than most, however over time, brands need to remind people why they should admire them and continue to do business with them. BrandMill promoted the results of a 3rd party study which highlighted its positive economic impact and influence throughout western Pennsylvania and orchestrated a special media event with local dignitaries and political leaders and earned an enormous amount of positive publicity and goodwill.
To extend and enhance Kennywood’s positive impact and community goodwill and entertainment leadership throughout the Pittsburgh region and the country, BrandMill earned significant press coverage due to national Associated Press story which highlighted the fascinating fact that Kennywood Entertainment is now led by its fifth generation of family owners and operators.
Recognizing that Pittsburgh women and teens are one of the heaviest users of the Internet and that these two consumer segments are key decision makers of entertainment usage, BrandMill helped Kennywood Entertainment and its park properties (Kennywood Park, Sandcastle Waterpark and Idlewild & SoakZone) recognize the need for an improved Web site and enhanced email marketing communications.