We create brand experiences
Rainbow’s End Brand Refresh
We’ve been working for a number of years now on a large brand refresh of Rainbow’s End. Including a new brand proposition and identity through the overhaul of all marketing communications and the in-park experience.
The insights we gained through extensive consumer research guided the refresh. We found a disconnect. From the outside everything appeared identical to the Rainbow’s End consumers remembered as kids. When in fact the park was surprising visitors, unaware of the huge investment into new rides and facilities until they were actually there.
Our challenge was to communicate the actual experience. To debunk negative pre-visit perceptions and drive visitation.
Fun On Demand
Consumers weren't sure what Rainbow's End stood for anymore. Was it a theme park? An adventure park or an adrenaline park? They also weren't sure it was for them. We needed a brand proposition and tagline that addressed these barriers. One that clearly communicated who Rainbow's End is to their wide customer base, from children and parents to teens and corporates.
We arrived at fun. This is the sector Rainbow's End is playing in, but also a territory they can own. A visit to Rainbow's End is all about fun. Fun with mates, fun with family, fun with colleagues or fun with a partner. It's fun when you want it, how you want it. It's Fun On Demand.
The In Park Experience
The new brand identity and positioning has also informed the in-park experience itself. With one of the highest profile aspects being the development of a new front gate and its Insta-worthy brand pillars. The transformation has been massive and a very clear statement that Rainbow's End isn't the attraction you recall from 30 years ago.
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