Keeping it Local
There’s a new show in town and Busch Gardens Tampa Bay is looking for locals to fill the seats. KaTonga-Musical Tales from the Jungle is a theatrical presentation that takes its audience on a journey to the heart of Africa. It opens this month at the adventure park in Tampa in a 1,168-seat theater.
To build attendance, the park has scheduled an outdoor teaser reveal throughout the mid-to-south Florida region, points within driving distance to Busch Gardens. Every 7-to-10 days the campaign uncovers a bit more of the advertisement and exposes one of the colorful characters of the show.
Print, radio, toll both flyers, in-park banners and a 30-second spot in local cinemas all support, with 30 TV-spots providing a boost beginning April 12, a few days after the show opens on April 8.
“We looked at this as a new Broadway show or theater opening,” says Judy Kerr, VP-account service at Momentum Worldwide, which handles the campaign. “We are truly teasing the local markets that something big is coming.”
KaTonga follows the lives of aspiring storytellers, called Griots, as they work to master their craft. Traditional African stories are evoked in this 35-minute show, which includes a cast of 18 puppeteers, dancers and acrobats.
