Universal Orlando Resort has extended its preferred partnerships with Virgin Holidays and Royal Caribbean International for 2011 and into 2012 as it looks to maximise the publicity surrounding the final two Harry Potter films.
Universal’s Wizarding World of Harry Potter attraction opened in June and exclusive relationships with Virgin Holidays and Royal Caribbean allow guests to gain early entry to the attraction during their stays.
Universal Orlando Resort executive vice-president Alice Norsworthy said consumer and trade campaigns are being planned to coincide with the release of the final two films, which are due out this month and next summer.
“Although these are the final films, our message is that Harry Potter will live on at the Wizarding World,” Norsworthy said.
Universal has committed to maintaining the number of fam trips it runs next year after hosting several hundred frontline staff in 2010.
Dennis Quinn, vice-president of international and travel industry sales, said Universal Orlando will also be pushing special-event packages including Christmas and Mardi Gras after UK sales for its Halloween Horror Nights doubled each year for the past two years.
- More from WTM at travelweekly.co.uk/wtm2010