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Dezerland Park

Case Study

Goal

Dezerland Park, Miami’s largest indoor theme park, offers 250,000 square feet of fun, games,
events and activities. BlueIvy Communications was tasked with promoting Dezerland Park as a
whole by redoing its marketing collateral, website and securing positive media placements.

Karting Miami is the latest family-friendly, 80,000 square-foot addition to Dezerland Park.
Owner Michael Dezer wanted Karting Miami to be the new main attraction of the park, so
BlueIvy was enlisted to make its opening a “grand” one. BlueIvy generated media interest in the
grand opening by using creative pitch angles, hosting private VIP events for media, creating
timely social media content, unique videos, engaging contests and more.

Results

Through strategic public relations and communications activities, BlueIvy Communications
successfully turned Dezerland Park into the family entertainment center of choice in the Miami
area. Dezerland Park was featured in a variety of outlets for its ever-expanding, family-friendly
attractions including: Miami Herald, South Florida Sun Sentinel, RePlay Magazine, The Palm
Beach Post, South Florida Business & Wealth Magazine, Go Latinos!, and South Florida
Business Journal. To generate brand awareness, BlueIvy developed new collateral materials for
Dezerland Park, including: a 2019 Manual; American Classics Restaurant and Bar Menu; content
and rules for each Dezerland Park attraction, such as its Virtual Reality Park, Ninja Lounge,
Party Booking and more as well as websites and landing pages, flyers, newsletters, social media,
e-blasts and more.

To generate media interest in Dezerland’s newest addition, Karting Miami, and promote its
Grand Opening, BlueIvy created messaging documents, conceived pitch angles and secured
positive media coverage for the property dating back to more than one year before the facility
opened. Outlets included: ABC’s WPLG, FOX-affiliate WSVN, South Florida Insider, Miami
Herald, and Miami Crowd. As Dezerland continued to open different sections of the property and
expand its services, we continued to receive positive media exposure for the facility.