Central Amusement International

Reestablishing Coney Island as "America's Playground."

The Challenge

Central Amusement International (CAI) and Zamperla S.p.A., the legendary Italian ride manufacturer, invested more than $30 million revitalizing Coney Island, redeveloping the boardwalk and building two new amusement parks, Luna Park and ScreamZone.

Many in the surrounding community were uneasy about all the changes coming to the boardwalk.

CAI wanted to develop a positive relationship with the community, create a welcoming, successful opening event for the new park, and maximize attendance.

The Solution

Marino recognized the need to completely rebrand the world's largest playground, while simultaneously remaining sensitive to the nostalgia surrounding Coney Island.

To generate goodwill within the community during the lead up to the park's grand opening, we developed the message that CAI was committed preserving the specialness of Coney Island, while also moving forward with much-needed improvements. We developed storylines for the media, showing how the project was ushering Coney Island into the future while also respected its past.

To promote the revamped Coney Island as a world-class tourist destination, we set about creating buzz in national and international media outlets.

The two mayoral events commemorating the opening of the new parks generated widespread media coverage and stories about the new parks appeared in top-tier newspapers in New York and across the nation and globe. When The New York Times ran a front-page feature story in the business section profiling the building of the rides at Luna Park, company President & CEO, Alberto Zamperla, said it was the “best” article in his company's 100-plus year history.

Following our aggressive publicity campaign, Coney Island experienced a huge jump in visitors from NYC and outside the area. Both Luna Park and ScreamZone exceeded attendance expectations in their first year of operation and the redevelopment is helping to make Coney Island America’s original playground once again.