Dreamworld launches ‘Imagination’ ad in first brand work since Thunder Rapids disaster

April 13, 2017 11:58

Leisure brand Dreamworld has launched its first major brand push since four visitors were killed in a horrific accident on the park’s Thunder Rapids’ ride last October.

The new ad, which has begun running in cinemas and online, features Guy Sebastian singing a version of the song from Willy Wonka ‘Pure Imagination’ as visitors enjoy the theme park rides.

The campaign was created by Grey Sydney.

Dreamworld’s new campaign follows on from the park losing $16.6m in revenue in the first half of the financial year, following the October tragedy.

Zoe Samios

Zoe Samios worked at Mumbrella between 2016 and 2019, finishing up as senior media reporter in March 2019. She completed her degree at the University of Sydney in Media and Communications. She's previously travelled overseas for internships, including to South Korea, where she worked as a reporter for The Korea Herald.

topics Advertising, Ardent Leisures, Dreamworld, Grey

Comments: 6 Add Comment

Gina Lofaro aka the wordmistress 13 Apr 17

Each of the ads is cringe-y; way too sterile, sugar-coated, unrealistic. Kids don’t talk like that; the scripting, costuming and direction were utopian, to say the least. Dreamworld isn’t kidding anyone into thinking it’s a magical, wondrous place where everything is pastel coloured, clean, sparkling and dreamy. It’s an exhausting, tired facsimile of the multi-gazillion-dollar developments overseas. It has its place and we should support it and allow it to get over its catastrophe, but I think they’ve got the positioning all wrong.

Adz 13 Apr 17

Spot on Gina

anon 13 Apr 17

haters gonna hate, but having “hold your breath” as the first line in your first ad since 4 people drowned doesn’t appear very very clever.

Rob 13 Apr 17

Sickly sweet and unmoving — I don’t envy the Agency that took on this client and brief as they have a big hole to dig them out of. Mimicking the movie world ‘kids/imagination/heros’ positioning is low given the damage they inflicted on the whole industry through their negligence. The brand has taken a massive hit but little has been done to strategically refresh or reposition it — ground-up cultural change driven by a new and interesting brand strategy that is delivered through the experience and actions, not words or marketing, is where I would start. People remember how brands made them feel, but this campaign doesn’t make me feel anything new about Dreamworld.

The Facts 13 Apr 17

Oh god, oh god, oh god, there’s just so much wrong. Firstly, the Willy Wonka song has always had a tinge of creepyness to it, so not the best choice. Secondly, the ad has been cast with kids who, sorry to say it, are clearly not actors. The same can be said of the adult. So, so awkward, forced and stilted. The other issue is that as a result of the tragic accident, a large chunk of the park is now out of action. The most effective advertising for theme parks tends to be based on new attractions, rather than just a general overview of the park. Dreamworld needs to fast track a major new development or two and let those be the focus of a new campaign.

Nique 14 Apr 17

Gosh this is bad. Small town ad for a small town attraction.

Dreamworld launches ‘Imagination’ ad in first brand work since Thunder Rapids disaster

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