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Amusement Park Rides - Tagline Help!
Posted By: 14sierra* on 10/8/2004 5:17 PM (CST) 250 Points
Our primary product is interactive amusement park rides, not thrill rides, but rides that small children can ride and enjoy with grandparents, and that teenagers enjoy because they offer a competitive element. We also build animatronics, and interactive museum displays. We've been in business since 1977.

Our target market is amusement parks of all sizes. We want the tagline to say that we draw families to the park, which our clients value. In fact our clients tell us that they see family appeal is one of our strengths.

Some taglines we've tossed around:

First in Family Fun
Creating Family Fun
Inventing Family Fun
Dynamic Family Attractions

Any ideas?

Posted by: Patti* Member Response
10/8/2004 5:53 PM (CST)
I'm not understanding what your competitive element is so I can't comment or give you suggestions until I do -- afterall, if you want teens involve, you might as well state what the benefit for them is right up front.

Thanks,

Patti
 
Posted by: SteveByrneBranding Member Response
10/8/2004 6:03 PM (CST)
Hi 14sierra ,

Here's two for consideration --

We Build Family Attraction

Family Attraction is Mission One
 
Posted by: Peter (henna gaijin) Member Response
10/8/2004 8:10 PM (CST)
SteveB's are good, as is your last one "Dynamic Family Attractions ". I guess I like the word attractions, as it says what you do, where the first three you posted didn't really say that (and 2 are tag lines that your customers could use also).
 
Posted by: michelletrex Member Response
10/8/2004 11:46 PM (CST)
I really like We build Family Attraction but...
Popular Attractions.
Popular family games and rides.
The worlds most popular attractions.
Amusements for the whole family.
Keeping families entertained since 1977
Keeping families ammused since 1977
Quality family ammusements
 
Posted by: manoj* Member Response
10/8/2004 11:55 PM (CST)
It would help if you tell us the brand name.

Neverthless, here are a few suggestions that include 'fun' and 'family'.

“Freak out with your Family”

“Fun and Family, together”

“Give you family a joyride” or “A joyride with family”

“F=Fun | Frolic | Family”

“Enjoyment. Now in a family pack.”

Hope these help...

best of luck,
Manoj
 
Posted by: turqiz Member Response
10/9/2004 6:11 AM (CST)
As I understand:

a. Your clients are amusement parks

b. You want to let your clients know that your products will attract families

If this is so, than here's some suggestions:

To furnish your park with family magnets
Furnish your park with family attractions
If you want to amuse families, let us amuse you!
An amusement park for amusement parks
Take a ride with us, and you're gonna' need a lotta' hotdog stands!

good luck
 
Posted by: aosterday* Member Response
10/9/2004 10:42 AM (CST)
Dynamic Family Attractions is good.

I also liked most of michelletrex's answers, especially the "since 1977"

How about:

Interactive Family Attractions
Engaging Family Fun/Attractions
Dynamic Fun for the Whole Family.
Interactive Family Amusement
We Amuse/Attract Families.
Amusing young and old since 1977.
 
Posted by: et3dotcom Member Response
10/9/2004 12:08 PM (CST)
You are selling equiptment for rides – so include the transportation element.
Safety is a big element in kiddie rides – that is a must include to.

Safely transporting your customers to FUN
 
Posted by: rubukas Member Response
10/9/2004 5:52 PM (CST)
what comes to mind with me is.
" entertaining since 1977 "
" Enjoy it "


- Vidar-
 
Posted by: Mushfique Manzoor Member Response
10/10/2004 7:44 AM (CST)
hi 14sierra

how about these

"Fulfiling Family Fun since 1977"
"Fulfiling Family Frolicing since 1977"
"Binding Families With Fun since 1977"
"Binding Families with Fun"
"Creating Family Bonds with Fun"

cheers!!
 
Posted by: Michele Member Response
10/10/2004 1:55 PM (CST)
Your tagline depends on the company name. If you have rides / amusement etc in the name, then you probably do not want to repeat these in the tag line.

Here are some options:
Safe, fun attractions
Attractions that work
Family fun attractions
 
Posted by: AndrewS Member Response
10/11/2004 3:30 AM (CST)
14Sierra, you can think about these until teh cows come home, the important thing is that you choose one and stick to it through all your branding (internal and external), and ensure its backed up in all your marketing communications and client interaction.

I personally like your first option ... "First in Family Fun", although its probably more of an operator line that a supplier one, it explains what your position is EXACTLY.

Good Luck
 
Posted by: SRyan ;] Member Response
10/11/2004 11:51 AM (CST)
"A whole lotta fun for the whole family"

? !
 
Posted by: ASVP/ChrisB Accepted Answer
10/11/2004 7:03 PM (CST)
14 Sierra, your question is not clear whether you are looking for a corporate tag-line, i.e. one for the company, to be used across the whole range of products, or one for a specific ride.

Having spent over ten years leading the marketing for a multi-national arcade group and then for an indoor theme park developer, I must admit to being a bit biased against the "Family Fun For Everyone" type of value proposition which is so bland as to be irrelevant to teenagers and young adults, incommunicable to sub-teens, and targeted only at parents of small children in my view.

You need to get far more targeted at the niche audiences that you cater for. You know who they are, and they certainly are not some homogeneous group classifiable as "Families", you need to segment far more specifically at ride promotion level.

So for the sake of this exercise, I'm assuming corporate, since you gave no details about a specific ride/experience or target segment, and I';m assuming your target here is amusement park ride operators and equipment buyers, not riders.

In which case the ride experience itself is almost irrelevant, as owner/operators are more concerned about throughput per hour, operating and maintenance costs, whether they can charge an add-on premium, or whether the ride is considered part of the gate-ticket price.

So the corporate tag-line might need to focus on issues like:

Faster moving lines. Better bottom line.

or:

Your accountant will be screaming with excitement too.

If you are looking for more of a consumer/rider-orientated tag-line, we need to know more about what you're offering, e.g.:

Q: Are your rides like the Showscan or Iwerks models using moving base seats, or the minivan-sized cabin models like the Thomson or Hughes Venturer where the whole cabin moves?

If motion base inside a fixed room with a big screen, I think the value proposition is somewhat different than the cabin type.

The feeling of claustrophobia in a cabin-type simulator greatly heightens the apprehension, excitement, and potential for nausea!

The higher comfort levels of a motion-base theatre seat in a fixed room are more family-friendly and enhanced by the potential to use a bigger, whole field-of-vision screen.

If you make the cabin-style attractions, I would use a tag-line along the lines of :

Taking the whole family to the edge. And bringing them back again.

or:

Keep telling yourself it's only a ride!

While with the more theatre-style presentations I would go with something along the lines of a sticker I saw in a hotted-up old car:

Sit down. Buckle Up. Hold On. Scream.

Or maybe:

Plush seats. Sweaty Palms.

Gee, answering this question makes me realise how much I enjoyed the leisure/entertainment business!

Hope this helps.

ChrisB
 
Posted by: thinkmor Member Response
10/12/2004 8:13 AM (CST)
Great answer Chris! and agree about the focus of the tagline.

Assuming, your clients still want the 'family appeal' value then you can also try:

"(Brand Name) Exhilarating Families for Fun since 1977 - Here we go again!"

"(Brand Name) Exhilarating Families for Fun - Here We Go Again!"

"(Brand Name) Family Attractions that Keep Them Coming Back for More"

"(Brand Name) Interactive Family Attractions - Thrilling Customers Since 1977"

"(Brand Name) Amusement Rides families can't help wanting to go on again and again"

Hope these help.

Zahid Adil
 
Posted by: 14sierra* Author Response
10/12/2004 9:45 AM (CST)
Sorry for the long silence. I tried to post a clarification but it didn't seem to take.

I apologize for being so vague with my question. I am a little apprehensive about disclosing too much information because we are a small industry, but here it goes.

Perhaps it will help if you could visit the website. The company name is Sally Corporation < class="resplink" target="_blank">www.sallycorp.com>

turqiz is on the right track. Our clients are the park owners, and our strength is drawing families.

AndrewS: Your points are well taken. I like First in Family Fun because it says we are the leader in the family dark ride category, but maybe it is too much like an operator tagline.

ChrisB: you are correct in assuming it is a corporate tag-line that we are looking for. I like some of your ideas, which clearly target the park owners.

Thank you all for your responses.

I'm anxious to see what you come up with after receiving this additional information.
 
Posted by: jstiles* Member Response
10/12/2004 12:39 PM (CST)
I have no experience in the industry, except as a consumer visiting a number of parks in the US (east and west coast). It does stand to reason though that you share the same goals as my clients in the entertainment and gaming industries.

In your case, you manufacture products that help parks attract visitors. This B to B sale requires your USP to include attractiveness to consumers. To me it feel like your tag should include what you do to help your client parks.

However, what is your USP? is it your longevity, interactiveness, pricing, safety, fun? Somehow it needs to be refelcted in the positioning statement. If possible, a bit unique.

Some ideas without knowing your USP:

* Wowing visitors since 1977

* Over a milllion smiles installed

* Building attractions that build traffic

* Building fun, one ride at a time

Best of luck!
 
Posted by: Ambidextrous Member Response
10/12/2004 2:13 PM (CST)
It sounds like your attractions attract visitors.
That's where I'd start. I can give you 300 of these, or five...which you could then "test". It's the "magic" that attracts the customers; and it's customers that attract the parks.
 
Posted by: 14sierra* Author Response
10/12/2004 2:16 PM (CST)
Thanks for your input jstiles.

I guess our USP use to be interactivity, but now everyone is trying to under-cut us on price.

Now I would say that our USP is family appeal, service, and experience (having installed more of this type rides than most of our competitors).

Let me know if anything else comes to mind.
 
Posted by: AndrewS Accepted Answer
10/13/2004 3:37 AM (CST)
We went through a potential chance of name and tagline at an old company I worked for, I talked to some of the guys that were there at the same time, beause we worked with an agency that had a method for working these out.

We can't remember exactly, but names and taglines start off functional (i.e. "Because we are Better") and then turn (if branding and recoignition allow) to more abstract names (i.e. "Because").
There are exceptions to the rule, mobile operator Orange, used that name on launch, but backed it up with a huge branding campaign, so got away with it.

Stage 1: Competitor Analysis
Write down your competitors tagline and determine where they are on a Functional to Abstract scale, if most of them are either functional or abstract, that allows you to position yourself either them same or differentiate.

Stage 2: Tagline development
Once you know where your tagline (or name) should be, work on some examples.

Stage 3: Screening
Screen them for common use / trademarks etc

Stage 4: Testing
Test some of the names with focus groups, see how they fit, and feedback, common problems etc.
Really start to look at the strength and weakness of each tagline in detail.

Stage 5: Creatives
You should now have some taglines associated with your name/market/offering that get positive feedback and well liked, live with one or two of the faves, play with them creatively, explore how they work with your business, are they effective in what they want to do ?

I hope this helps a little.

Good Luck
 
Posted by: 14sierra* Author Response
10/13/2004 9:45 AM (CST)
AndrewS: I believe this is a valuable process. We did it fact analyze our competitors names and taglines. We found that they either had no tagline or it was a "functional" one.

I believe we are at step 2, and as we come up with promising lines we perform step 3.

Thanks for the continued feedback.
 
Posted by: michelletrex Member Response
10/13/2004 4:59 PM (CST)
Because what you do is not easy to explain in one line I wonder if you would be better to capture the imagination so they might take the time to explore...

Sally Corp - Like NOTHING you've ever seen before
Sally Corp - There is nothing like us
Sally Corp - Innovation in animatronics and dark rides
Sally Corp - We're just a bunch of big kids - with robots
Sally Corp - Be afraid
Sally Corp - It's a thrill
Sally Corp - truely remarkable fun
Sally Corp - truely remarkable animatronics
Sally Corp - a world where anything is possible
Sally Corp - your dreams - our animatronics
Sally Corp - if innovation your talk

My favorite is...
Sally Corp - Why don't we just grow up!
 
Posted by: preludeindia* Member Response
10/13/2004 5:15 PM (CST)
Amuse Yourself
 
Posted by: michelletrex Member Response
10/13/2004 5:37 PM (CST)
PS
That should have read
Sally Corp - if innovation could talk
 
Posted by: michelletrex Accepted Answer
10/13/2004 6:13 PM (CST)
Action Attractions
Reaction Attractions
Interaction Attractions

Action Reaction Interaction Attractions
I also thought it would be fun do an ad that simply read...

"This IS a real job mum!" - sallycorp.com.au

Yep I'll go now... Michelle
 
Posted by: 14sierra* Author Response
10/14/2004 10:21 AM (CST)
Thank you all for your responses!

It has been an interesting exchange, and as a recent marketing graduate, I have learned a lot, but still have so much more to learn.

I'll be hanging around here a lot more!
 
Posted by: Duster8056 Member Response
10/5/2006 11:12 AM (CST)
I have an Idea but dont know if it will work

If you want it
Just email me at
Duster8056@aol.com

Thankyou.
 
Posted by: Duster8056 Member Response
10/5/2006 11:14 AM (CST)
Time Twister
 
Posted by: mar* Member Response
10/31/2006 6:58 AM (CST)
Our target is to create a website for all the amusement parks in a particular country.

However, a problem arises; what incentives can we offer the amusement parks in order to entice them to agree to work with us and how can we get the users of the site (mainly children) to go from the actual website to the parks?
 


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