The Great Florida Road Trip
The Client
The Services
The Story
The Outcome
The Insight
ICON Park
Narrative Development, Brand Activation, Creative/Art Direction, Crisis Management
When ICON Park launched a laser-tag attraction inside the nation’s second-largest observation wheel, public backlash quickly threatened both the Orlando entertainment district's reputation and a major capital investment.
Working under IDEAS Brand and Experience Design, members of our team helped overhaul the existing gameplay experience with a new story aligned with ICON Park’s family-friendly identity. Through narrative-driven ideation, we uncovered the overlooked stories of the midcentury roadside attractions that galvanized Florida's tourism industry.
The result was The Great Florida Road Trip, a nostalgic journey through classic Florida iconography. Firearm-style blasters became vintage cameras, targets oversized postcards, and a retro radio show guided guests as they “snapped photos” for points.
The reimagined attraction was praised by guests, media, and local officials for honoring Florida history while responding thoughtfully to public concerns. Its launch drove increased attendance and revenue, and introduced the Flamingo Family, now a central and enduring part of ICON Park’s brand identity.
We didn’t replace the attraction. We reframed it, proving that narrative context can transform controversy into connection.