FHB Advertising Named Advertising Agency for Wannado City™ Orlando Agency Teams with Miami's Zubi Advertising to Manage General Market and Hispanic Account
FORT LAUDERDALE, FL February 11, 2004–-Wannado Entertainment, parent company of Wannado City™ - America's first real-play™ park for kids, today announced the award of its advertising contract to Orlando-based FHB Advertising (formerly known as Fry Hammond Barr). Zubi Advertising of Miami, FHB's strategic partner on the project, will handle advertising services for the Hispanic market. FHB was selected from among 15 other competitors.
FHB, a full-service advertising agency that includes McDonald's, Kennedy Space Center, Stein Mart, Daytona Beach and Hard Rock Cafe among its clients, and partner Zubi Advertising, whose client roster includes Winn-Dixie, American Airlines, GE Financial and the Ford Motor Company, will provide branding, creative and media buying services for the launch of the inaugural 140,000-square-foot Wannado City™. The new attraction will debut Spring 2004 at South Florida's Sawgrass Mills, one of the nation's leading retail and entertainment centers which annually welcomes as many as 26 million domestic and international visitors.
Aimed at the four to 11-year-old set, Wannado City™ is a complete city scaled to kid-size, with more than 60 real-play™ venues and 250 career possibilities. Real-play™ empowers kids to become decision-makers and learn responsibility. Plans are underway for future Wannado City™ locations in top U.S markets including The Mills Corporation's new Meadowlands Xanadu complex in the New York tri-state area, with additional locations to be announced in early 2004.
"FHB's experience in retail, family attractions and tourist destinations makes them an ideal partner to help us launch our inaugural Wannado City site," said Valerie McCarty, head of Wannado Entertainment marketing and communications. "Working together with Zubi and them, we are confident we will successfully introduce the Wannado brand via messaging which resonates with the General and Hispanic markets in South Florida. Our goal is for Wannado City to become a 'must see and do' destination for kids and parents, whether locals or tourists."
Part of FHB's successful creative pitching strategy involved the elaborate preparation and presentation of a "scrapbook" of a fictional second grade class field trip to Wannado City™. The agency took the role-playing concept a step further arriving at Wannado City™ headquarters in a yellow school bus, complete with brown bag lunches, chalkboard presentations, nametags and strict rules about roughhousing.
"Our staff put aside all traditional conventions to convey our enthusiasm and excitement for this new concept in kids' entertainment. Wannado City will redefine the notion of what a family attraction should be," said Jeff Sternberg, executive vice president for FHB. "The Wannado City account is a welcome challenge and we're looking forward to introducing their brand to a multicultural, global audience."
Last year, Wannado Entertainment named Fort Lauderdale-based Bitner Goodman Marketing Communications to handle public relations and community outreach for Wannado City™.
About Wannado Entertainment & Wannado City™
Wannado Entertainment's vision is to empower kids through the creation of reality-based, interactive properties which entertain and educate. Based in Fort Lauderdale, Florida, the company is a subsidiary of multinational entertainment corporations CIE (Corporación Interamericana de Entretenimiento, S.A. de C.V.) and Grupo Mágico Internacional, S.A. de C.V. The company has already begun construction of Wannado Cityä, America's first real-play™ park for kids. Wannado City™ promises to deliver family-friendly entertainment experiences where kids can real-play™ in a realistic and imaginative setting. Aimed at boys and girls four to 11, Wannado City™ allows kids to experience decision-making in their own real world made just for them.
About FHB Advertising
For over 45 years, FHB Advertising has nurtured a tradition as one of Florida's most creative advertising agencies. We count ourselves fortunate to have a list of clients that truly need no introduction, including McDonald's, Kennedy Space Center, Stein Mart, Daytona Beach, Hard Rock Cafe and others. FHB is an established full-service advertising agency providing a wide range of in-house services including advertising, public relations and marketing communications consulting.
About Zubi Advertising Services
With more than 25 years of experience, Zubi Advertising Services, Inc. is the largest, independent full service agency in the U.S. focused on understanding and reaching the Hispanic market. Headquartered in Miami, Zubi also maintains client service offices in Dallas, Detroit, Los Angeles and San Antonio. The agency is committed to erasing stereotypes. Experts in the packaged goods, transportation, retail and financial categories, Zubi's clients include American Airlines, Americatel, Ford Motor Company, GE Financial, Lincoln-Mercury, Masterfoods USA, Olive Garden, SC Johnson, The Florida Lottery, Wachovia and Winn-Dixie.
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