Located in Orange County, California, Knott’s Berry Farm is America’s first theme park—famous for its quirky charm, homegrown roots, and signature experiences like the Boysenberry Festival and Knott’s Scary Farm. But while beloved by locals, Knott’s wasn’t on the radar for the 49 million tourists visiting nearby Los Angeles each year.

Cramer-Krasselt saw an opportunity—not through traditional tourism tactics, but by targeting spontaneous travelers. Research showed 40% of LA visitors make decisions on the fly. So we created a campaign focused on the “Original Fun Seekers”—families looking for unique, off-the-beaten-path adventures.

Knott’s delivered just that.

We activated during peak seasonal moments—Spring Break, Halloween, and the holidays—aligning with the park’s most iconic festivals. Using targeted search, social, and programmatic digital, we reached LA visitors in real time with irresistible reasons to head to Buena Park.

The result? In the first year of the tourism push, Knott’s Berry Farm surpassed 5 million visitors for the first time ever—turning spontaneous fun into sustained growth and transforming Knott’s from a local favorite into a true Southern California must-do.