Great Wolf Lodge
Strengthen The Pack
Great Wolf Lodge is North America’s largest and most beloved brand of indoor waterpark resorts, second only to Disney in visits. Yet most people hadn’t heard of them. After Covid, as families started heading back to the office and school, the quality time families had spent together started to wane.
Great Wolf Lodge saw an opportunity to help as our Effie-winning brand campaign “Strengthen the Pack” showed just how valuable a quick, convenient getaway to the lodge can be.
The Challenge
- Coming out of the pandemic, travel and hospitality were in flux—and Great Wolf Resorts was no exception. The brand needed to evolve beyond its old marketing model and reintroduce itself not just as a place to stay, but as a true entertainment destination. Despite being second only to Disney in foot traffic, Great Wolf Lodge still struggled with unaided awareness. Families didn’t fully recognize the brand’s scale, convenience, or the magic it had to offer. The challenge: refresh the brand, elevate awareness, and show families why Great Wolf Lodge should be their go-to vacation.
The Solution
- We built a new brand platform—“Strengthen the Pack”—rooted in one powerful truth: family time isn’t just important, it’s essential. The idea celebrated Great Wolf Lodge as an easy, year-round escape that’s closer than families think—often just a short drive away. To bring it to life, we created larger-than-life “great wolves” who literally carry families away from the everyday and into unforgettable adventures. The campaign stretched across film, digital, retail, social, experiential, and more—redefining Great Wolf Lodge’s identity and sustaining its momentum for 3+ years.
From The Lodge To Your Screen And
Everything In Between
With “Strengthen the Pack” as our brand platform, we launched an integrated campaign spanning TV, digital, social and in-lodge. Our Great Wolves characters became the centerpiece of the campaign as we refreshed the entire brand with an updated look, feel and voice.
In the digital space, we launched with fun banners, social GIFs, teasers of the Great Wolves. We also refreshed the Great Wolf website, helping attract more traffic to increase bookings.
Within 3 months of launching the campaign, we outpaced benchmarks by doubling awareness, blowing past revenue goals and brand target metrics ahead of schedule.
increase in booking conversions
consideration percentage increase
jump in unaided awareness
improvement in search
