Something a little different today. As opposed to generating something physical, Initials CX were recently tasked we a project about the people, aligning markets and developing a brand strategy which had global buy-in. The objectives of the strategic blueprint were to:
- Establish the “Peppa Pig Theme Park” brand as a globally recognised one, with a clear proposition, positioning statement, mission, vision and values.
- Successfully and sustainably grow the Peppa Pig Theme Park brand globally with a clear and consistent strategy.
Initials CX collaborated with Merlin and Hasbro on this project, taking the Hasbro Peppa IP and further developing it for a Location Based Entertainment environment.
To learn more, we spoke to Josh Tilley, Strategy Director at Initials CX.
What was the brief?
We were tasked with creating a blueprint that had a clear proposition, positioning statement, vision, and values alongside a clear and consistent strategy to sustainably grow and establish the Peppa Pig Theme Park brand into a globally recognised brand.
Whilst the theme park premise is uniquely designed for children aged 2-7 years old, their parents are clearly the decision makers and therefore, the target audience for this campaign.
The Blueprint wasn’t just a ‘nice to have’ for Merlin – it was crucial for two huge reasons.
Firstly it relates to the Peppa Pig IP. Whilst Hasbro own the brand, Merlin have the license to the brand for things such as Theme Parks, so the blueprint wasn’t just something to help launch new theme parks – it’s really an agreement and signal of intent for how Merlin will be using the brand. Peppa Pig isn’t just strategically important for Hasbro, it’s well loved globally, so was important we got it right.
Secondly, as Merlin plan on developing Peppa Pig theme parks around the globe, delivering a consistent world-class entertainment experience was so important. One of the biggest tasks for us was understanding exactly what consumers were looking for in terms of a Peppa Pig theme park experience across markets, what Merlin was looking to offer as a proposition, and then to develop a Blueprint jam-packed with the necessary principles, guidance and richness so that each market could develop their own Park – balancing creative freedom with a consistent look and feel.
How did the initial pitch/brainstorming phase go?
Rather than there being a traditional pitch or brainstorm, the most interesting part of this early phase were the global stakeholder meetings we were having in order to really understand and structure the blueprint as it needed to be.
Talking to experts from Merlin’s insights teams, park experience, ‘magic making’ and local market teams really brought a sense of excitement, momentum and shared ownership of the project. Part of our task as an agency went well beyond what would normally be expected as part of creative development – it was real strategic orchestration – and we loved it.
What was the process behind ideating the concept?
Principles and communications development, so was a case of I think I’ve answered this above…but I’ll give it a go.
It was a truly collaborative process between Initials and the Merlin insights, park experience, ‘magic making’, the local market teams and of course our lead client Birte Leiner.
Our blueprint covers four key areas, from the fundamental brand architecture, audience development, park experience working through these with a series of interviews and immersion sessions, strategic and creative development, and then workshop and presentation sessions.
What’s the main message of this project and why does it matter?
The project manifests itself as a fully developed brand strategy document known as ‘The Blueprint’, which consists of two major components.
The brand architecture outlines the fundamentals of the brand – vision, mission, personality, tone of voice etc while the strategic framework establishes the guidelines for everybody working with the Peppa Pig Theme Park brand. All of this is insight based and defines the core strategic pillars that should form the foundation for the long-term sustainable growth of the Peppa Pig Theme Park estate globally.
The strategic pillars – audience strategy, communications & marketing strategy and guest excellence – provide recommendations on tactics as thought starters and guardrails for local planning, execution and implementation.
Through the creation of ‘The Blueprint’ that outlined the fundamentals of the brand alongside establishing guidelines for people interacting with the Peppa Pig Theme Park brand, we aimed to align people and markets to develop a brand strategy which had global buy-in.
This was achieved, with both Merlin and Hasbro approving of the direction of the Peppa Pig Theme Park brand work and development. Likewise, local markets fully bought into the development work, and feel that work can now commence on park communications and launch activity.
How long did it take from inception to delivery?
Approximately 6 months from our initial conversations to the final global sign off from Merlin and Hasbro. Whilst it may not have been the fastest project – it’s very much a reflection of the importance of the project for Merlin.
What do you hope it achieves for the brand?
The ambition for this project is not only the development of a strategically rigorous, creatively distinctive piece of work, but about being able to deliver the vision of the Blueprint consistently at a global level.
There is already one Merlin-led Peppa Pig Theme Park in Florida, so the ambition here wasn’t to launch the first park, but to take those learnings, add a layer of strategic rigour, and to enable the successful launch of all other Peppa Pig Theme Parks in other territories.
Often in marketing and communications we’re looking for immediate delivery of results, but for far more strategic projects such as this one, success will be something we’ll only be able to see as further Parks launch and develop.
Credit list for the work?
Josh Tilley, Strategy Director
Frankie Shaw, Senior Account Director
Sadie Majer, Head of Copy
Chris Perowne, Head of Design
Hui Yi Hang, Designer
