Case Study: Arizona Boardwalk builds a unified brand identity with LaneTerralever

Arizona Boardwalk boosts website sessions 130% with LaneTerralever

Arizona Boardwalk, a family entertainment destination in Scottsdale, faced a significant challenge with brand confusion. Its former name, OdySea in the Desert, was often mistaken for its main attraction, the OdySea Aquarium, preventing audiences from perceiving its eight unique attractions as one unified brand. To compete effectively in the crowded Phoenix market and drive ticket sales, they needed a new brand strategy and a launch campaign. They partnered with the vendor LaneTerralever for comprehensive brand marketing services, including market research and creative campaign development.

LaneTerralever developed a new name, Arizona Boardwalk, and launched the "Get Into It" creative campaign to highlight the destination's immersive experiences. Supported by an integrated media plan targeting both locals and tourists, the campaign was highly effective. Results included a 130% year-over-year increase in website sessions, with 81% being first-time visitors. Despite a shortened campaign period, LaneTerralever's work also drove a 15% increase in ad recall and a 7.3% increase in name recognition, successfully establishing the new brand in the market.

Arizona Boardwalk