When Malibu Jack’s prepared to open its first Texas location in North Richland Hills, the indoor theme park needed more than a grand opening—it needed to introduce an entirely new brand to the DFW market.

HCK2 developed an integrated PR and influencer campaign to build anticipation, reach key audiences and create momentum around the Texas debut.

The Challenge

Malibu Jack’s was established in other markets but virtually unknown in DFW. Beyond generating awareness for the opening, the opportunity was to position the destination for a wide range of audiences and occasions—from family outings to date nights and group entertainment.

The Solution

HCK2 launched a three-phase PR and influencer strategy beginning several months before opening. Early buzz-building included targeted media outreach and behind-the-scenes hard-hat tours that gave media and influencers a first look at what was coming.

As opening approached, HCK2 planned and managed an exclusive VIP preview for city officials and approximately 15 strategically selected influencers. We managed the influencer program from start to finish, using a mix of organic, trade and paid partnerships across family, couples, food and lifestyle audiences.

Following the preview, a concentrated grand-opening media blitz secured coverage across local news, entertainment, parenting and lifestyle outlets, including WFAA, CultureMap Fort Worth, DFWChild and Secret Dallas.

Media Relations

Influencer Partnerships

The Results

The campaign introduced Malibu Jack’s to DFW through a strong combination of earned media and highly engaging influencer content.

HCK2 secured 12 earned media placements, generating an additional 59 pieces of social coverage and 23.59 million total impressions.

Influencer partnerships delivered more than 274,000 views, 36,000 likes and 25,000 shares, with a combined potential audience of 1.94 million.

Coverage and content spanned family fun, date night, food, lifestyle and local news, helping establish Malibu Jack’s as more than a kids’ attraction and positioning its first Texas location as a destination for a broad range of DFW audiences.