RETAILING
- Share via
Basso & Associates has taken the plunge into theme park advertising by snaring the $1-million Wild Rivers account.
The water theme park has been handling its advertising in-house since Wild Rivers opened in 1986.
Newport Beach-based Basso won out over three agencies for the account: Hightower Advertising of Newport Beach, Martin Advertising of Irvine and Ross & Associates in Los Angeles.
The vast bulk of the promotion--about 85%--will be for TV. The rest will go for radio and sales promotion.
The advertising will include lots of cross-promotion with other clients, including Lamp Post Pizza, Dollar Rent A Car Southern California licensees, and the Newport Sheraton. “It’ll be a nice, mutual push,” said Joe Basso, president. “We basically want to let people kow there’s a neat little water park down there, then stay out of (the park’s) way and let it do well.”
Basso estimates his shop’s annual billings at $17 million.
Inside the business of entertainment
The Wide Shot brings you news, analysis and insights on everything from streaming wars to production — and what it all means for the future.
You may occasionally receive promotional content from the Los Angeles Times.
