Challenge
Great Wolf Resorts, North America’s largest family of indoor water parks, came to H5 to bolster its profile in the Midwest and launch its 17th property in Gurnee, Illinois.
Solution
H5 tapped the civic-minded mega-celebrity Chance the Rapper and his youth empowerment nonprofit, SocialWorks, to help launch Great Wolf Lodge Illinois. As part of the celebration, Great Wolf challenged Chance and kids from his summer camp program to test ride all 15 of the slides in the water park. Chance and the kids had no problem with the task and Great Wolf donated $75,000, representative of a $5,000 donation for each of the 15 slides at the resort. The heartwarming, hyper-local media moment was magnified when Chance explained the donation would fund next year’s program! To supplement the opening splash, H5 mapped out a pre-opening campaign with media desksides in Chicago and key drive markets; a broadcast-driven hard hat tour; an intimate and interactive culinary tasting; FAM and individual press visits; and a Blogger Day of Play.
Results
To date, the grand opening program has garnered nearly 250 million media and social media impressions.
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.