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THE CONEY ISLAND COMEBACK
IT STAYS WITH YOU
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Client: Coney Island
Date: Fall 2019
Team: Amy Liang, Dimandja Utshud
The Process
RE-DEFINING A CLASSIC BRAND
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This classic NYC landmark
looked to reinvent itself, after a century-long period of nostalgic excitement had eventually gone stale in the minds of New Yorkers. The brand needed to connect with new audiences and reinforce its appeal as a destination worth re-visiting.
On the Surface
Dig Deeper
Reality vs Perception
Who is Coney Island?
In order to envision the brand's future and appeal to a younger, often newer audience, we needed to embrace it's evolution and the discerning consumer sentiments that surrounded its history.
Uncovering the Opportunity
New Yorkers lack the love
Although over 60 million tourists visit NYC every year, the 8.4 million who call NYC home were the greatest opportunity for repeat visits throughout the year. However when we dove into the data, New Yorkers reported having the most inconsistent experiences with the brand. We needed capture jaded New Yorkers, who were the opinion makers and cultural influencers of their circles. We needed to bring them a cohesive message of Coney Island to re-establish the positive experiences they may have forgotten.
The Discovery
A Comeback Story
In order to re-capture the hearts of New Yorkers they needed to be reminded of the good times and unique energy that could only be achieved by visiting. And like every comeback story, we needed a hero that could embody the brand's history and future. By extracting the funhouse grin of the steeple face we sought to re-energize the brand and personifying the experience that stays with you.
ACTIVATIONS & EVENTS
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MEDIA RELATIONS & PLACEMENTS
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PARTNERSHIPS. INFLUENCERS
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SOCIAL MEDIA
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