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Busch Entertainment wanted a campaign that would be “evocative and not literal” for KaTonga, the most ambitious theatrical show ever produced at Busch Gardens, a client executive said.
Interpublic Group’s Momentum in St. Louis bested Omnicom Group’s DDB Chicago with storyboards that conjure an air of Broadway, said Linda Smith, vp of brand management at the St. Louis client.
The show premieres this spring at the Tampa, Fla., theme park. The campaign is set to break as soon as late March in Florida.
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