Launching a land ‘where dreams live’
It’s not everyday you get to work in an imaginary land. But that’s what we have been doing for the past five months culminating in the launch of ‘Timbalaya’ this week.
Based on a series of magical and mysterious childrens books, Timbalaya is a new themed entertainment brand which has been created to entertain families across the globe through publishing, visitor attractions, live performance, film and digital content.
The brand will be introduced to the Visitor Attractions sector first – with an opportunity to invest in outdoor adventure play parks like no other – at the IAAPA Attractions Expo in Orlando (16-19 Nov). As a lead up to this, Further has been busy creating a raft of activity including a brand workshop resulting in the unique Timbalaya brand identity and key messaging, a pre-launch teaser campaign incorporating an intriguing teaser micro site and targeted advertising to key audiences.
This has been followed by a targeted launch campaign, again featuring brand relevant ‘reveal’ ads and emails driving traffic to a launch site which entertains, informs and demonstrates the values and story behind the wonderful Timbalaya concept. Further has also conducted content workshops before defining the social media roll-out activity plan for the brand. Paid Social campaigns via Linked In will follow as the project rolls out to the other sectors beyond visitor attractions.
“Further has been working with us to develop a digital strategy including website development and social media to launch Timbalaya, explained Rosalind Johnson, the Timbalaya Director responsible for marketing . “Taking our aspirations and values for the brand they have carefully crafted a creative and exceptional plan. But this is only half the story as many agencies are capable of doing the same. The really important part is that as strategists they understand how business really works and what consumers are looking for. Couple with that a particularly savvy offering in terms of brand and you have the complete story.”
Further founder Steve Jaggard has been impressed by the sheer ambition, creativity and expertise of the Timbalaya team – all of whom have built successful careers in visitor experience across the world. “ This project is so unique – and the client team so full of imagination, passion and positivity – that the whole experience to date has been a great adventure in itself. It is a brilliant concept, partly because of the story and characters, but importantly it’s not simply art for art’s sake – Timbalaya satisfies all the latest trends and research concerning the need for more shared family experiences and adventures in the great outdoors, a world away from the pc and games console. It has been a pleasure to work on so far and we wish the team luck as they head for Orlando.”
Please take a look at the launch site and discover the story of Timbalaya and the team who have brought it to life.