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Gen-Z Parents Opps: Universal Parks & Resorts shifts strategy to reach incoming influx of young visitors

Xiomara Wiley, the marketing EVP of Universal Parks & Resorts, recently revealed details regarding the company's post-pandemic marketing approach. The company is currently leveraging storytelling and immersive experiences to attract more Gen-Z parents to its parks and resort. They're starting to ramp up these efforts to prepare for an expected influx of visitors to FL this summer. Sellers able to offer high-ROI strategies among Gen-Z should keep Universal on their radars.

So far this year, Pathmatics reports the company has spent roughly $4.4m on digital ads, more than double the roughly $1.8m it spent within the same 2021 timeframe. In 2021, Universal ended up spending roughly $13.6m on this channel, similarly almost double the roughly $7.6m it spent in 2020. It has earned ~561m digital impressions YTD via Facebook (45%), Instagram (26%), desktop video (15%), desktop display (8%), mobile display (3%) and Twitter (2%) ads.

As I briefly mentioned, Universal is primarily targeting Gen-Z right now, which could lead it to utilize additional digital channels such as OTT and/or podcast. According to Kantar data, the company also invests in print, OOH, radio and local broadcast.

Agency & martech readers - I don't currently see major signs of upcoming agency reviews, but keep Universal on your radar for project-based work. Winmo states that along with in-house media and creative teams, the company works with multicultural AOR David&Goliath.