Introducing the Rec’N CREW Family of Characters
Character development and design for brands or services can take on many forms. In Greenville Rec‘s case, it came in the form of Petey the Penguin, Darby the otter, Homer the Duck, and Clyde the dolphin. Greenville Rec chose Drum Creative to develop a family of characters to help build recognition and promote their family of parks among the community.
Putting a Face with a Name
With the opening of two new waterparks just 5 months away and the marketing plan for the family of 4 parks to be determined, Drum went to work. The first step, develop consistency among each of the park logos and bring them together as a promotable family. Drum chose an illustrator and style to accomplish this goal.
It’s Show Time!
Each character was integrated with their respective park name and the logos were completed for the four parks. Next, all four characters needed to be developed as a family for cross-promotion purposes, and the Rec’N CREW brand was born. Drum also developed a Rec’N CREW Kid’s Club for birthdays and special events, that added Lucky the horse to round out the total package.
Marketing to the Community
Now the real fun begins. Signs, mascots, grand opening announcements, season passes, exclusive rental offers, corporate and nonprofit sales packages, public relations, and cross-promotions, all had to be designed, produced, and in the market five weeks prior to the summer season opening.
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