The document proposes strategies to promote the opening of The Wizarding World of Harry Potter theme park at Universal Studios Hollywood. It outlines objectives to increase park attendance by 15% and merchandise sales by 25% by end of 2016. Strategies include an opening night event with Harry Potter stars, seasonal events, partnerships with Make-A-Wish, and social media campaigns to generate buzz. An evaluation projects increased annual revenues from $2 billion to $2.2 billion, indicating the campaign will be highly profitable.

3. Overview
From magical spells to magical creatures, from dark villains to daring heroes, it’s all
here at The Wizarding World of Harry Potter, coming Spring 2016 to Universal
Studios!
● Explore the mysteries of Hogwarts castle
● Visit the shops of Hogsmeade
● Experience pulse-pounding rides and attractions that transport you into a world
of magical thrills and excitement.
Situation
Successful plan a grand opening for The Wizarding World of Harry Potter and
continuous attract visitors to the theme park.

5. Proposed deliverables (Objectives)
Deliverable 1
● Increase attendance to Universal Studios
Hollywood by 15% by the end of 2016.
Deliverable 2
● Increase Harry Potter merchandise sales
revenue by 25% by the end of 2016.
Deliverable 3
● Generating 50,000 hashtags on Instagram,
Twitter, & Facebook for
#HogwartsHollywood.

6. Universal Studios Hollywood Attendance

7. Audience
● Originally 60% under 15 years old (2001)
● Final Film was 56% over 25 years old (2011)
● Target Audience 1: Millenials
○ Attract the original fans to bring their families/friends.
● Target Audience 2: Generation Z: 21 year olds and younger
○ Introduce younger audience to Harry Potter.
○ Influence them to bring friends, excite them about
Harry Potter brand through social media outreach,
excitement over the attractions in park.

8. Strategies & Tactics
Opening Night
@ City Walk on 4-16-16
a. Meet & greet red carpet event
with the Stars of the movie.
b. Media kit- press release, pitch
letter, informative materials
c. Social Media Countdown/Ads
d. Celebrity involvement
a. Create universal merchandise
to commemorate event
(refillable cups at theme park)
b. Social media giveaway- yearly
pass
c. Sell limited edition sets of all
HP movies at the opening and
until supplies last.
Exclusive Merchandise

9. Strategies & Tactics
Partnership
with Make a Wish Foundation
a. Press Conference with Universal
Spokesperson and Make a Wish
spokesperson
b. Grant a wish for a Harry Potter fan
c. Social Media outreach to encourage
donations
a. Spooky Nights at Hogwarts
(October-November)
b. Thanksgiving- Dinner at the
Great Hall
c. Holidays at Hogwarts
(December)
d. Harry Potter Celebrations
(January-April)
Ongoing Events @ the Park

10. Press Release

11. Social Media
Posts

12. Ltd. Edition Pin Set
1000 only
Ltd. Edition Robe
500 only

13. Ltd. Edition T-shirt
1500 only
Ltd. Edition Wand
200 only

14. Make-A-Wish Partnering with Make-A-Wish to
grant an all inclusive trip for a lucky
child.

15. Ongoing Events
Seasonal events to
encourage visitations.
Events included:
- Spooky Nights at
Hogwarts
- Holidays at Hogwarts
- Celebration of Harry
Potter

16. Jan 2016 Feb 2016 Mar 2016 Apr 2016 May 2016 Jun 2016 Jul 2016 Aug 2016
Calendar
Deployment Opening of Wizarding World of Harry
Potter
April 1, 2016 - Press conference for Make A Wish
April 16, 2016 - Cast of Harry Potter and Author
JK Rowling attend to the Ribbon Cutting
ceremony of the Grand Opening of WWoHP
Red Carpet event with the cast and author at
Universal CityWalk
January - Send out newsletter to
residents of University City
February - Continued Social
media outreach
March - Countdown to WWoHP &
Social Media giveaway
June - Make A Wish granted for one
lucky child

17. Sept 2016 Oct 2016 Nov 2016 Dec 2016 Jan 2017 Feb 2017 Mar 2017 Apr 2017
Calendar
Advanced projects
October - Spooky Night at Hogwarts
Celebration of Harry Potter
January 29-31, 2017 - Film talent Q&A Sessions.
Special panels and demonstrations. Expo.
November - Thanksgiving
November 24, 2016 - Dinner in the
Great Hall at Hogwarts
December - Holidays at Hogwarts
April 16, 2017 - 1 year
anniversary of the opening

18. Budget
Universal Studios Hollywood Revenue
● 2 Billion
● 30,00 Budget for Project
● Total Spent on Project: 16,213
Merchandise:
● Wands: $39.95
● Scarves: $34..95
● Sweatshirt: $59.95
● Coin collection $35.00
● Refillable cups: $17.99
Opening Event
● Daniel Radcliffe, Emma Watson,
Rupert Grint
● Social media giveaway: a pair of
yearly passes
Re-launch of film series
● HD set of movies series
Make a Wish Giveaway
● Hotel for 5
● One day Park tickets for 5

19. Opening Night
Meet and Greet with the Stars
● Daniel Radcliffe : $7,000 for 1 hour
● Emma Watson: $5,000 for 1 hour
● Rupert Grint: $3,500 for 1 hour
Media Kit/Press Release
● Time: couple of minutes a day
Social Media Countdown/Ads
● Weekly posts promotion event
Celebrity involvement
Total Cost of Opening Night: $15,500

20. Merchandise and Giveaways
Park Merchandise
● Wands, Scarves, Sweatshirts, Coin
Collection, Refillable Cups: Cost to
make $93
● Cost of sales: $187.84
● Profit from Merchandise: $94.84
Social Media Giveaway
● Cost of 2 annual passes: $280
HD Movie Series Set: $45.95

21. Make a Wish Giveaway
One lucky child will get their
wish granted and get to go to
Universal Studios Hollywood
with their family for a day, all
expenses paid :)
● 5 one day tickets to
Universal Studios: $445
● Preferred Parking: $25
● Food, Merchandise,
Souvenirs: $150
Total Cost: $620

22. Evaluation of Budget
● Third quarter revenue for
Universal City Orlando
skyrocketed 18.7%
● Overall Comcasts profits increased
50% to 2.6 billion.
● Earnings per share increased from
65 cents to 99 cents in one year.
● Theme Park revenue 661 million to
786 million over year.
Previous results at Wizarding World
Orlando Florida predict a very
profitable future with this campaign.
Potential increase
Annual Park income
B FL.
NO
HP
5
661M
A FL.
HP
786M
B CA.
No
HP
35
A CA.
HP
16%
1.9 B 2.2B

23. Project Evaluation
Opening Night
● Meet and Greet: show support from cast
and exceed all expectations of guest by
meeting cast
● Social Media Kit/Press Release: give sneak
peaks and get people talking
Merchandise
● Merchandise Sales: $94.84 profit per item
● Social media giveaway: reward and
encourage fans to come to the opening
● HD movie set: reminder of love for series
and cast, motivation to come see attraction,
added sales
Make a Wish Partnership
● Make Universal Studios a family
friends park
● Show we care of the children
● We are a compassionate company
and want to give back
● Making a special child’s dream
come true: PRICELESS

24. Strengths
● Celebrity Involvement to attract
large fan-base
● Events leading up to opening to
build up buzz
● Engagement through social
media to attract larger audience
● Large Profit Expectancy
Weaknesses
● Additional Strain on Park
Resources (Increased Staff,
More Focus on Brand
Area/Less Focus on Former
Attractions
● Safety Concerns as Larger
Public Events Take Place
Opportunities
● Increase Awareness of Harry
Potter brand with younger
audience
● Increase Park revenue with
additional attraction and year-
long related events
● Continue Brand Merchandise
Revenue
Threats
● Amusement Park Competition
(Ex. Six Flags, Knott’s Berry
Farm, Disneyland)
● Possible Loss of Interest of
Brand (Large Time Frame from
Final Book/Movie)
● Potential Weather Interference
SWOT Analysis