Project Description

Idlewild & SoakZoneFounded in 1878 as a simple picnic ground along the Ligonier Valley Rail Road, Idlewild & SoakZone ( is the oldest amusement park in Pennsylvania, third-oldest in America and is rated the second best kid’s park in the world by Amusement Today magazine ( and one of the top five family amusement parks in the world by the National Amusement Park Historical Association ( Idlewild features seven fun theme areas such as SoakZone Waterpark, Story Book Forest and Mister Rogers’ Neighborhood of Make-Believe. Idlewild is part of the Palace Entertainment ( family of parks that hosts over 14 million visitors annually at five theme parks, two animal parks, 10 waterparks, and 21 family entertainment centers. Palace Entertainment is part of the Parques Reunidos family of parks.

To increase the favorable awareness of the third oldest amusement park in America, BrandMill capitalized on the Idlewild Park’s unique selling proposition of free picnicking and created a press kit around a simple picnic basket which featured inexpensive premiums to highlight the Park’s seven themed areas of fun. Press materials highlighted the 50th Anniversary if its famous low tech Story Book Forest and capitalized on its unique award designation as the second best kids park in the world. This spot on strategy earned a record breaking publicity for the Park via a coast to coast Associated Press story as well as significant coverage in regional media.

BrandMill’s interactive marketing leadership helped Idlewild and SoakZone improve its Season pass holder and guest communications to its season pass holders and guests via a new email marketing platform as well as a new Blog and trained its staff so that they can update it and execute both initiatives 24/7.

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Press Coverage

June 14, 2009 – The Sunday Business Page with John Delano
May 11, 2009 – Idlewild ppens on May 21
April 20, 2009 – Local amusement park offering deals this summer
September 27, 2008 – Idlewild’s Hallowboo offers family fun
August 16, 2008 – Italian Day preview at Idlewild
July 21, 2008 – KD Country: Mr. Roger’s Trolley
July 15, 2008 – Idlewild Park celebrates Christmas in July
July 13, 2008 – Idlewild & SoakZone attract big crowds
May 20, 2008 – Idlewild Park, SoakZone set to open
September 20, 2007 – Kennywood and Idlewild Fright Night previews
August 17, 2007 – Italian Day at Idlewild Park
July 1, 2007 – History of Idlewild Park
June 23, 2006 – Tri-State Treasures: Idlewild Park

WTAE Story (Opens in Windows Media Player)