Haunted Lighthouse is a Hit with Tourism Industry

SeaWorld of Texas' annual party unveiling the educational theme park's newest season attraction is always a coveted invitation. And this year's event was no exception. The much anticipated debut of popular thrill writer R.L. Stein's "Haunted Lighthouse" was revved up a notch with the arrival of the striking invitation designed by ESD and Associates.

Erik Simpson, graphic designer and principal of ESD and Associates, which was formed in '93, says his firm has worked with Sea World on a variety of projects since his seven-person agency was founded.

"SeaWorld is so much more than an amusement park. We spend a quarter of our time working on their ecological and educational summer programs," Simpson explains.

Fran Stephenson, director of public relations for SeaWorld of San Antonio, says, "We're getting rave reviews and great feedback on the new show.

"It's so different for this part of the country," he adds. "The 'Haunted Lighthouse' is really an Orlando-style attraction. We feel the whole attraction broadens our base. But with an industry audience, you always hold your breath."

Special effects literally had the adults screaming intermittently during the 4D show. And the interactive shocks and physical surprises didn't diminish even for those who saw the show a second time.

"It's a new genre for SeaWorld; it breaks away from live shows and the animals," Simpson explains. "This is really something you'd expect to see at MGM or Universal Studios.

"It's a fully immersive experience. We designed the invitation with the idea of the movie theatre curtain being pulled back so you can see the show. We definitely wanted to allude to the 4-D aspect of the show without giving away any clues."

ESD and Associates also designed newspaper and magazine ads for the "Haunted Lighthouse" debut.

ESD (which offers the full gamut of advertising) works with a variety of clients, including Tenet Health System, the Texas Diabetes Institute, Methodist Healthcare, the Hispanic Association of Colleges and Universities and Community First Health Plans.