Lucky Generals will handle the international launch campaign for Epic Universe, with a trans-Atlantic team that will be led by Lucky Generals founder Danny Brooke-Taylor.
“Universal Orlando Resort is designed to elicit big emotions, and we can’t wait to do the same through the stories we tell. To be able to make ads for a product launch like Epic Universe will truly lead to agency-defining work for our New York office,” said Brooke-Taylor in a statement.
The Lucky Generals team on Universal will be led by the New York office, with backing from the London home office and some Florida-based staff.
Alexander said the agency normally works in a very trans-Atlantic way, including its work on Virgin Atlantic.
“Our trajectory for this year is really establishing New York as what Lucky’s brand in London we know and love for the last 10 years has been. We’re going to build that creative storefront, so to speak … and start proving it out with the work. The creative will do its job,” said Alexander.
Moving forward after the launch, Lucky Generals will continue to promote Epic Universe and how it fits into the rest of the Universal Orlando Resort experience, as well as doing work for the other properties in Orlando.
Details of the long-term deal were not disclosed, but the estimated media spend in 2023 for Universal Orlando Resort is $40 million, which includes $35 million in digital media, according to COMvergence.
Universal Parks & Resorts has partnered with GSD&M since 2019, and the agency will continue to work with the company.
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