Balboa Fun Zone

Strategic Flight Plan

The iconic Balboa Fun Zone in Newport Beach approached its 80th anniversary in 2016 with a declining reputation among locals, hotels and other tourism-based media. With new leadership, growing enthusiasm from local businesses and fresh attractions installed along the boardwalk, our team was challenged to bring the Fun Zone back to life and create a path to change the public perception. Through this project, we conducted extensive research to enable a successful brand refresh, completely revamped the look and feel of the Fun Zone corridor and developed an advertising and public relations campaign to drive traffic during the critical summer season. The campaign culminated as we invited parenting, lifestyle and style influencers and their families to “Rediscover the Balboa Fun Zone.” The event promoted the iconic coastal destination as a fun spring break and summertime destination for families.