Solution: Beginning with our proprietary Demand Chain-an extensive discovery process that allows us to customize deliverables-NAS made a significant commitment to understanding SeaWorld's situation. Following the client's current branding efforts, NAS designed a direct mail postcard, along with a black and white newspaper ad that ran in several different sizes in the Miami area. Featuring an acoustic guitar image and the headline-"May the best samba, tango, salsa, flamenco, and mariachi win"-the pieces highlighted the audition dates, while also capturing the essence of the upcoming event.

Results: The postcard and ad both had a good response and attracted many dancers and musical groups, filling all of the needed positions. SeaWorld was very pleased with NAS' efforts and is looking forward to the 2nd annual Latin Festival and our creative approach.