Universal Orlando Resort
The Moments that matter
Universal Parks & Resorts needed to connect with guests beyond major campaign moments, capturing intent throughout the planning journey.
Working closely with strategy, we mapped the guest journey and used persona insights to identify key decision points, understanding what guests needed and where they were looking for it.
From this, we developed a system of snackable mid-funnel content aligned with micro-moments, showing up at key points across the Universal site.
I led the creative approach, translating those insights into clear, engaging content that built confidence through relevance and helped move guests from consideration to intent.
Role: Ideation | Art Direction | Oversight
TEAMMATES
AD/Motion: Alex Miller, Baozhen Li, Meghann Kennedy, Chuk Nwankwo
Copy: Callahan Kennedy
CD: Emily Yates
5 Key AUDIENCE PERSONAS
SUPERFAN
MEMORY MAKER
THRILL-SEEKER
DAY VISITOR
ANNUAL PASSHOLDER
Audience: Thrill-seekers
All-day coaster stacking
A guide for thrill-seekers to keep the screams going all day, “coaster-stacking” from warm-up rides to all-out epic finales.
Journey Map Insight: Unsure how to get the most out of a UO trip to satisfy their need for thrills
Content: Video - Island of Adventure LP
Audience: Superfans
All The Magic Awaits
The Wizarding World of Harry Potter, highlighting the best rides, must-see shows, can’t-miss snacks, and hidden gems across all three lands, fueling excitement before going all in.
Journey Map Insight: The idea of immersing themselves in a magical world
Content: Video carousel - The Wizarding World Landing Page
Audience: Each
Hotel Vibe for your tribe
A short video series highlighting each Universal hotel’s unique theme, vibe, and amenities, helping guests find the right fit for their stay.
Journey Map Insight: Confidence that they are well-informed, making good decisions and getting a good value.
Content: Video carousel - Hotel Overview Page
BUILD PERSONAS →
JOURNEY MAPPING →
⌾ CREATE CONTENT (This is where I came in)