Cramer-Krasselt Will Buy Media, Create Ads For Universal Studios’ Citywalk Of Pop Culture

Adding to its movie theme park in central Florida, Universal Studios hired Cramer-Krasselt in Orlando, Fla., to handle advertising for its new CityWalk attraction.
Billings were not disclosed, but industry sources estimated the annual budget at several million dollars.
In snaring the business, Cramer-Krasselt (C-K) becomes the first Orlando agency that Universal Studios uses as a “full-blown agency of record,” the client confirmed.
Among the Orlando agencies considered for the assignment, according to client officials, were Universal Studios Florida roster shops Anson-Stoner, which handles outdoor media placement, and Yesawich, Pepperdine & Brown, which places travel trade media. C-K, however, was the only shop that made a presentation.
“We liked their integrated marketing capabilities, and we also thought their creative product was very dramatic,” said Sheri Lawless, senior director of advertising for Universal Studios Escape–the name being used by Universal Studios’ central Florida operations for its multibillion-dollar expansion into a “destination resort.”
C-K will handle media buying, collateral and TV, radio, print and outdoor ads for CityWalk.
Opening in late 1998, CityWalk will be a 30-acre entertainment, shopping and dining complex that “pays tribute to popular culture’s legendary innovators,” per company literature. It will have venues such as Motown Cafƒ, Pat O’Brien’s and Jimmy Buffet’s Margaritaville.
CityWalk is part of Universal Studios’ expansion beyond movie theme park Universal Studios Florida. In two years, Universal Studios Escape will encompass a second theme park called Islands of Adventure and five hotels.
C-K’s growth due to the CityWalk account means that “all departments are hiring,” said agency senior vice president, general manager Fran Mathews. “We’ve expanded our space twice [since opening in 1990]; I’m going to run out of space again.”