Knott's needed a niche. They were struggling to stand out from the other parks offering dreams and thrills and cinematic IP. But while those parks required pre-formed strategies and budget plans to navigate their scale and price points, Knott's doesn't. Every trip feels different, the fun is unexpected, and the day feels unscripted. So to experience all that and more, it's gotta be Knott's.

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The campaign included TV spots (:30 + :15), digital versions (:70 + :06s), and a whole sweep of new print and digital assets.