Make Great Your Xscape was the big idea we built the brand upon. It really taps into the ‘experience economy’ with people placing more emphasis on happiness, and spending more on areas that provide lasting satisfaction. Xscape offers customers a sense of anticipation ahead of time as well as memories afterwards, after all, they only do fun stuff at Xscape.
And it was this feeling that we focused on when developing the new brand strategy, positioning and creative. It embodies energy, excitement and anticipation – through the use of expressive facial photography and an emotive tone of voice, amongst loads of other things.