Morey's Piers & Resorts, Wildwood, New Jersey's premier seaside amusement park, has launched a new TV and omni-channel advertising campaign that aims to remind everyone just how much summer was missed last year. The campaign takes on a sentimental and nostalgic approach, a departure from the company's playful and quirky messaging.
The campaign was created by creative agency One Trick Pony and as explained by partner Rob Reed:
"We usually like to craft fun, goofy vibes for Morey's - but this year has been like no other (and one we'll hopefully not see again in our lifetimes). However, it's provided an opportunity to recognize the moment and the place we've held in families' hearts and the summer memories they've made over the years. Of course, there'll be smiles and laughter heard in the background."
Eighty percent of the commercial features user-generated content depicting images of the amusement rides, water parks, Wildwood boardwalk, and more. "We want to capture the real Morey’s experience and celebrate people coming back together this year," says Reed. "We sourced real photos on Instagram taken by guests at Morey's Piers. We contacted almost 100 people to be a part of the spot and most of them gladly gave their permission to use their photos. Everyone’s really excited to get back to summer!"