| Abstract |
| In this research, we highlight a number of instances of the water park enterprises` advertising of the late start brands` one.
First of all, the current condition of domestic water park market is like this. According to the data which was announced from international water park association, the 4 domestic resort enterprises were selected inside world-wide 20 places. The case where 4 enterprises were selected from one country only, it is only our country. From this situation, it can be forecast the expansion of domestic water park market and the cutthroat competition among the domestic enterprises. In the recent market situation which the Caribbean Brand is monopolistic, moreover, each resort enterprises are notifying a new upheaval in the domestic water park market by striking their future on investment and marketing strategy. In this research, we suggest the current practical point by checking 2008 year advertising campaign strategies of `Ocean world` that holds the 6th rank in a short time in the data which was announced from international water park association with successful achieving stable market entry as the late start brand.
`Ocean world` has achieved stable market entry and marketing aim successfully, although it was late start runner, by their effective advertising campaign. - “Be tense the Bikini." : This campaign applied the strong point of the product analysis and strength. The result has improved brand recognition as well as advertising recognition. |
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| Key Words |
| 후발브랜드, 광고캠페인, 오션월드, Challenger Brand, Ad. Campaign, Ocean World |
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