The iconic Balboa Fun Zone in Newport Beach approached its 80th anniversary in 2016 with a declining reputation among locals, hotels and other tourism-based media. With new Fun Zone leadership, growing enthusiasm from local businesses and fresh attractions installed along the boardwalk, our team was challenged to bring the Fun Zone back to life and create a path to change the public perception.
- City of Newport Beach and Balboa Village community approval
- 4.2 million impressions
- 400 posts using #BalboaFunZone
- Record breaking figures in retail sales and attraction ridership
- Brand Development
- Marketing Strategy
- Influencer Marketing
- Social Media Engagement
- Public Relations
Strategic Flight Plan
Through this project, the Rocket Science team conducted extensive research to enable a successful brand refresh, completely revamped the look and feel of the Fun Zone corridor and developed an advertising and public relations campaign to drive traffic during the critical summer season. Needing to attract families with kids of all ages to the newly rebranded and improved Balboa Fun Zone, we invited parenting, lifestyle and style influencers and their families to “Rediscover the Balboa Fun Zone.” The event was designed to promote the iconic coastal destination as a fun spring break and summertime destination for families.
The immediate impact of the rebrand and revitalized marketing efforts at the Fun Zone were evident in the support received from the City of Newport Beach and the entire Balboa Village community – residents and businesses alike. PR initiatives began to make headway in reversing the Fun Zone?s reputation and a special influencer event garnered over 4.2 million impressions from 221 users and 400 posts using the #BalboaFunZone hashtag. Finally, as a result of our branding, advertising and public relations efforts, the Fun Zone and larger Balboa Village area saw record breaking figures across retail sales, ridership among Fun Zone attractions, arcade traffic, restaurant capacity, and more.