Ahead of Super Bowl LX, Universal Orlando Resort revealed its new campaign. These creative stories showcase that crossing under the arch holds unlimited possibilities. Creating a memorable vacation is a personal transformation.
The first time I stepped into the Wizarding World of Harry Potter I felt as if I had been transported into a movie set. The first time I rode Velocicoaster I proved to myself that could survive that intense top hat moment. The first time I traveled to Epic Universe I discovered that the Dark Universe was more inclusive than scary.
At Universal Orlando Resort, those “whoa” moments are more than surprise and delight. They transformed parts of me and made me more appreciative of the theme park experience.
That personal transformation is part of Universal Orlando Resort’s new campaign. Debuting during Super Bowl LX, on NBC and Peacock, “This Changes Everything,” offers four different perspectives on the Universal Orlando Resort vacation. These vignettes are meant to be relatable. When people can see themselves in that scene, they are more likely to book their own vacation.
Speaking about this new campaign, Alice Norsworthy, President, Global Marketing, Universal Destinations & Experiences said, “This Changes Everything’ is more than just a campaign – it signals a new chapter for Universal Orlando and reflects the spirit of what our guests experience here every day. Universal Orlando isn’t your typical theme park destination – it’s a place where you can let go, be yourself and share special moments with your family and friends in ways you may have never imagined. This campaign is a glimpse into not only the adventures our destination delivers, but the unexpected personal transformation that can happen when you visit.”
Universal Orlando Resort’s “This Changes Everything” Puts You in the Story
From its four theme parks to 11 resort hotels, Universal Orlando Resort offers the ultimate getaway with every experience imaginable. From theme park adventures to luxurious amenities, guests can spend a week exploring all the activities.
Every day the entertainment company shares photos, videos and commentary about its experiences. “This Changes Everything” campaign accomplishes what content creators lack. The moments have a “universality” where anyone can envision themselves in that moment. It is relatable, aspirational and achievable.
Although social media is full of the “every day man’s” commentary, those clips can be more self-promotion. It is time to pause the carefully curated outfit or seeing someone chew another trendy food. People want to appreciate themselves in the moment.
Whether it is the little brother versus big brother or something else, great campaigns resonate with a diverse demographic. It is not about FOMO, viral moments or trending concepts. Real concepts last far longer than 30 seconds on screen.
As people watch “This Changes Everything” campaign, they will begin to understand that Universal Orlando Resort is not a fantasy land, journey through forced perspective or other storybook tale. A visit to the area ignites imagination, creates connections and makes memories. Those concepts are universal and everything is better for it.
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