The indoor water-park resort Great Wolf Lodge has kicked off its latest creative campaign, “Strengthen the Pack.”
The copy insists: “Nothing brings the pack together like a trip to Great Wolf Lodge.” The company operates 19 resorts across the U.S. and Canada.
Erich & Kallman was named Great Wolf Lodge’s creative agency of record in 2021. This is the agency’s first work for the destination.
The integrated campaign, which runs throughout the summer, includes three national TV spots, traditional and OTT, print, paid search, streaming radio, digital and social media, including Facebook, Pinterest and TikTok.
In the TV spots, a huge pack of CGI-animated great wolves transport families to Great Wolf Lodge for a much needed escape. The debut spot, “Picked Up by Wolves,” can be viewed here.
Print posters, produced in the art style of an action movie, depict families enjoying activities at the lodge.
"Coming out of the pandemic, Great Wolf Lodge wanted to own the family getaway," Eric Kallman, co-founder-CCO, Erich & Kallman, told Agency Daily. "With an
indoor water park and multiple attractions under one roof, and locations close to nearly every major market across the U.S., Great Wolf has always been this amazing place where families can have fun
and grow closer as a pack.The line 'Strengthen the Pack' was the perfect expression of everything that makes a trip there unforgettable."
The campaign’s media planning and buying was handled by Horizon Next, a unit of Horizon Media.
Great Wolf Lodge opened in 1997 and has resorts coast-to-coast. Its 20th resort is under construction in Perryville, Maryland, and is scheduled to open in summer 2023.