Amusement park operator EnterCitement LLC named Young & Laramore its first agency of record for EnterCitement City, a 510-acre, year-round mega park slated to open in May 2000 in Indianapolis. First year billings of $3 million will support direct mail, brochure, broadcast, Web and outdoor advertising.
Y&L's assignment covers EnterCitement City's separately branded components, which include theme park Garfield's Adventure America, water park Schlitterbahn Indiana and a Ramada Resort Hotel & Conference Center. EchoPoint Media, a subsidiary of Y&L, Indianapolis, will handle media buying on the account.
Y&L President Paul Knapp said work is in the early creative stages, but he expects the Ramada Resort portion of the promotion to involve the biggest direct mail effort.
EnterCitement anticipates a first year draw of 2 million visitors to the mega theme park, which is to be located near Indianapolis International Airport. The Garfield park will include five roller coasters, and upon completion Schlitterbahn Indiana will be the world's largest indoor/outdoor water park, the company said. Among other attractions, the park will include 20 slides, pools and streams and a jet-propelled uphill water coaster.
Y&L, whose other clients include Delphi Delco Electronics, car stereo firm Monsoon, restaurant company Steak 'n' Shake and Goodwill Industries, has billings of $34 million.