The Business of Fun
The International Association of Amusement Parks and Attractions serves as the global nexus for those shaping experiences that captivate, enthrall, and inspire audiences around the world. IAAPA needed one voice that could carry across all four Expos, so that whether someone encountered the brand in Orlando, Shanghai, Dubai, or Barcelona, it felt consistent, inviting, and unmistakably IAAPA.
CREDITS
Christian Wojciechowski, Creative Director
Jacqui Garcia, Associate Creative Director
Jordan Stewart, Art Director
Connecting a community
IAAPA’s audience is not making “quick consumer choices.” They’re juggling a lot every time they make a decision. And registration decisions rarely happen on impulse. To meet that reality, we built an integrated campaign across Google Search and Performance Max, Meta, LinkedIn, YouTube, email, direct mail, print, and trade partnerships. Memorable touches like personalized Funko Pop! figures mailed to industry leaders and a scavenger hunt of 3D printed bumper cars leading up to the Expo created excitement and drove registration.
