Advertising...why is it so bad?

What's up with the ad campaigns lately? I commend CP for their efforts in cyberland, but TV, Radio and Billboard ads are horrible. The last add I saw was driving down I-96. The billboard had a picture of what looked like MF, but for the average joe, you probably couldn't tell what it is. Also, it had 75/17 on it, but never explained what it was. I saw the same thing on TV yesterday. It was one of those ride warrior ones. At the end, the narrator shouted 75/17, but never explained it. To us, these numbers are obvious, but how would anyone else understand what the message is here? Bring back the "Get to the Point" slogan and stick with simple messages that people can take with them like "The most rides, the most coasters, one park."

Not sure I know what 75/15 is and I worked there for quite a little while. Is it the number of rides/coasters? If it is...why would anyone care enough to put it in an ad?

The whole ride warriors slogan is ridiculously cheesy (even for an amusement park). The families rule slogan is ridiculously cheesy. The 75/17 makes no sense beyond CP fans. I agree with the original poster.

Also, one thing that really bugged me is how no one from marketing even mentioned that SkyScraper was open when it opened. There was an article in the Sandusky Register a couple weeks after it opened, and Tony answered a question on a blog saying it was open, but who reads those besides CP nerds anyway? There were minimal signs, minimal marketing, and minimal exposure for a pretty awesome ride that also happens to rake in cold, hard cash for CP. I would think that CP would want the general public to know about SkyScraper being open, seeing how it would also bring more attention back to RipCord, another cash cow for CP. Whatever though, I guess recycled kids rides are better anyway.

News agencies still cover whatever they want. And frankly, Skyscraper isn't something that's going to draw people to the park anyway. Planet Snoopy is the new addition this year, and it was well covered.

All of the outdoor I've seen is adequate here in Cleveland, especially given the frequency (they're in heavy rotation on the electronic billboards). The "Come Away" TV ads are definitely more middle ground and I think target the right people.

What would all of you marketing experts do? I haven't seen any good ideas from you.

After seeing that "Come Away" ad numerous times here in Cleveland, it was slightly amusing to see it in Minneapolis for Valleyfair.

Was it exactly the same with just Valleyfair replacing the Cedar Point splash, or did it have ValleyFair specific B-roll thrown in?

I didn't pay close attention, but I think there was a few Valleyfair shots. It seemed 90% the same, if I had to guess.

Thinking about it though, there's only a handful of CP specific shots, the rest of it is all general footage that would easily fit to any park.

Whats interesting is we have the electronic billboard ads for CP all the way over here in South Bend (200 miles from CP). We normally get TV and a few radio spots, but I've never seen billboard ads till this year.

Even more interesting is normally I see many SFGAm ads since it is closer, however I have not seen any this summer. Here are the parks I see the most ads for and their distance from South Bend:

1. Indiana Beach (85 miles)
2. Cedar Point (210 miles)
3. Michigan's Adventure (125 miles)
4. Six Flags Great America (135 miles)

75/17 = 75 rides/17 coasters

Jeff said: "What would all of you marketing experts do? I haven't seen any good ideas from you."

I have a number of good ideas for ads. I even sent one in 2 years ago CP's new add agency for Skyhawk. So I have made the effort, but I can only do so much, being that I do not work for an ad. agency, let alone CP's ad. agency, for that matter.

Based on the billboards I've seen for CP and Mich. Adventure, one thing they need to do better is use colors that work for billboards, and would it hurt to blow up the park's logo a bit! I had a hard time finding it on the billboards I've seen, and if I didn't know what MF or Thunderhalk looked like, I don't think I would be able to tell they were rollercoasters on the billboards I've seen based on the color they used in the background.

Anyway, that's just a few things I could improve on if I worked for CP's ad. agency. They really just need to connect better with the the average person driving by or watching TV. As I said in my original post, I think they do an excellent job online.

JuggaLotus said:
Thinking about it though, there's only a handful of CP specific shots, the rest of it is all general footage that would easily fit to any park.

In late May and early June Indianapolis was getting CP commercials and Kings Island commercials both based on the "Come Away" footage and it was kind of funny. "Look, a CP ad!...wait...that's a Kings Island ad." Now Kings Island has switched over to a "Where Else?" slogan on their commercials around here. It seems that all of the amusement park commercials besides Holiday World tapered off after mid June in our area (although I did see a few CP commercials around the 4th of July).

Has anyone seen the Planet Snoopy commercial yet? You know the one they had OnPoint! A few months ago.

They have the same "come away" commercial for Canada's Wonderland too. I see it on my tv at least once a day.

I saw the Planet Snoopy ad for the first time today, with the "celebrity endorsement" from the dog that won whatever that dog show is. Never made the connection that it was the reason he was at the opening.

http://www.youtube.com/watch?v=NYtB3x6InbQ

http://www.youtube.com/watch?v=eJUIllE4g-Y

Here are two classic commercials that I just came across. They look like have been on YouTube for a while, but I haven't seen posted here. Both feature one of the most well-known Cedar Point jingles.

http://www.youtube.com/watch?v=EjBJQUHlEtI

http://www.youtube.com/watch?v=bK6xC60eGLk

Jeff said:
News agencies still cover whatever they want. And frankly, Skyscraper isn't something that's going to draw people to the park anyway.

What about the people already at the park? Cedar Fair is so huge on per capita spending why wouldn't they push to get people to spend 10 bucks more on skyscraper or 15 bucks more on ripcord? How about spending 35 more when they ride both rides?

Nobody even knows what skyscraper is. The only "marketing" they did was put up a small sign at each entrance when it opened. Nobody even knows that Challenge Park exists.

Challenge Park has always been marketed to hotel guests, who can't not see the stuff on their way in. Beyond that, it's probably in the brochure. What do you want, someone jumping up and down near the Magnum entrance with a sign?

I thought the timeshare people were already doing that . . .