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Lucky Generals has been appointed as the agency partner of Universal Orlando Resort, with an initial focus on launching the new Epic Universe theme park next year.
The agency picked up the business following a competitive pitch against two other U.S. agencies, which Lucky Generals didn’t name.
The long-term partnership will be led out of the agency’s New York office, which opened in 2019, though it will include team members from the London office as well. Lucky Generals is tasked with driving excitement and intrigue around Universal Orlando Resort, continuing to position the theme parks as a must-visit vacation destination for domestic and international visitors.
“It is genuinely the exact creative opportunity we hoped for. Everyone in the agency on both sides of the water wants to work on it. They’re wonderful clients already, and they share our ethos and our ambition to make great creative work and the power of storytelling,” Hollie Alexander, managing director of Lucky Generals New York, told ADWEEK.
Universal Orlando Resort is currently home to three theme parks: Universal Studios Florida; Universal Islands of Adventure; and Universal Volcano Bay Water Theme Park, plus eight resort hotels. The company is launching Epic Universe in the summer of 2025, its first new domestic theme park in a quarter century.
An Epic task
Lucky Generals was approached last year through a pitch intermediary, Lindsey Slaby of Sunday Dinner, alongside two other agencies. The agency has now been working with Universal Orlando Resort for several months, and Alexander believes the company chose Lucky Generals because of the quality of the creative and that the agency is highly collaborative, without ego, which means they can work with the resort’s in-house teams as well as any other agencies that might come into play during the Epic Universe launch.
Universal Epic Universe will consist of five different immersive worlds. They include the Wizarding World of Harry Potter—Ministry of Magic, Super Nintendo World, How to Train Your Dragon—Isle of Berk, Dark Universe and Celestial Park.
The park is set to launch in 2025, which means plenty of work for the Lucky Generals team. And while Universal is tight-lipped on details, Alexander said the scope of this theme park is as epic as its name.
“You get to step into the movies you love, you get to play the characters you look up to. It’s a truly immersive experience. You’re making cool memories,” said Alexander.
