The Hispanic campaign for Paramount's Great America's 25th Anniversary season features the New WOW! Card, which lets visitors come back to enjoy all the thrills the park has to offer, free all season long with the purchase of a full priced ticket on their first visit to the park.
Spanish TV commercials were shot on location at the park featuring Hispanic families and Nickelodeon characters. In order to find the perfect combination of talent that would represent the diversity of people within the Bay Area's Hispanic community, an extensive search for Hispanic talent was conducted. This search included casting calls on local Spanish radio, as well as castings within grassroots communities. The campaign also features a series of radio spots that reinforce the value of the WOW! Card.