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From the 15th Annual Shorty Awards

Discover Universal - Universal Parks Blog

Finalist in Blog & Micro-blog


The goal of the Discover Universal Blog is to provide our guests with highly valuable, easy-to-find and entertaining-to-read written content that will offer tangible help as they dream up and eventually experience their vacation to Universal Orlando Resort and Universal Studios Hollywood.

On the Blog, readers will find digestible planning content with an emphasis on personable and relevant guides, tips, and deep-dive features into what is available at Universal.

Strategy and Execution

We know our audience has a hard decision to make when they are deciding on their travel.  We also know there is a ton of information on Trip Advisor, bloggers, and YouTube to help educate travelers.  

The Discover Universal Blog vision and strategy was to build an editorial inspirational and educational destination that operates more like a content media company than it does a marketing channel. 

We want to establish Discover Universal as the most trusted, visited, and valuable source of entertainment and information for Universal Parks & Resorts.


We have seen overwhelming success since we shifted our focus on the Discover Universal Blog.  All key metrics site traffic, time spent on the blog, and time spent reading each blog are double-digit increases since our relaunch.  

The overall sentiment is also a KPI watch and we often read comments like, “Thank you for this! I had no clue there were so many breakfast options.” to heart-warming like, “Love this story! You inspired me and my college girlfriends to start planning a girls’ trip to Universal.”


Entrant Company / Organization Name

Universal Parks and Resorts