Yeah agreed. Then you throw some record-breaking attendance and it's a recipe for disappointment for sure.
Full disclosure - I get marketing/comms is not everyone's cup of tea so feel free to skip reading the next bit.
Yeah, that's an interesting case for sure. I think their last big announcement was a little bit too much information - there was a fair few different art styles shown and it all felt a bit too hodge podge for my liking. Cool for enthusiasts to nerd over, but not clear and succinct enough for the mass market to ultimately adopt the message Dreamworld is wanting folks to adopt.
I think I've been barking on about comms since at least 2015, maybe earlier, and how Disney and others have pivoted from a "smoke and mirrors" approach to a wholly transparent approach. @Naazon touched on this as I was writing this post - I look at all of this through a weird hybrid lens of hospitality and storytelling. Whatever's communicated should be engaging, clear and have a degree of certainty, all of which leaves readers/guests with a sense of excitement and anticipation for what they'll get to experience. Perhaps most importantly though is that when communicating anything, be it any kind of storytelling content, is that you treat the audience with respect. When you do that and something goes wrong, folks are generally far more accepting when you treat them as though they're the intelligent, reasonable people they are. If you look at everything the parks do through that lens, then date changes on a website with no more information (Leviathan) could be perceived as feeling a bit contemptuous. In regards to Scooby, the date change happened in the middle of the night so will be keen to see if anything more is said to soften the blow.
"Ruh-roh! We've had to extend Scooby Doo's closure by a few more months. Here's why.
It goes without saying that safety is our highest priority. Our intention is to offer the kind of iconic, world-class experiences guests know, love and come to expect from our park, and Scooby Doo: Spooky Coaster is no exception. We understand that people love this ride, and we do too! We also don't close rides unless we absolutely have to, and in the case of Scooby Doo, we made the hard decision to close this beloved ride earlier than expected to allow us more time for us and our international partners to do the work it needs to live on for decades to come. And whilst we do everything we can to get attractions out from maintenance and down-time as quick as possible, the reality is that supply chain shortages caused by the COVID-19 pandemic still impact the speed in which our guests expect us to re-open rides. The up-shot of this is that we will have the time needed to properly refurbish Scooby Doo back to a standard better than when it first opened - with newer special effects and storytelling that will leave you wanting to re-ride over, and over, and over again.
It's all part of our masterplan to continue to make Warner Bros. Movie World the country's #1 theme park - in the coming months, we'll continue to show you some of the behind the scenes that will make Scooby Doo even more incredible, plus exciting information on new attractions that will give guests even more to do while we refurbish the rides you love."
Yeah, something like that.