Program Recap: Inside Epic Universe
Missed our recent program? Here’s a recap of key insights, tips and resources from one of our FPRA Capital Student Chapter members, Camille Hewitt.
January Program: Inside Epic Universe: A Behind‑the‑Scenes Look at Universal’s PR Strategy
Speaker: Alyson Sologaistoa, APR, CPRC
Thursday, January 29, 2026 | 12 PM – 1 PM | Florida Health Care Association
About Our Speaker
Alyson Sologaistoa, APR, CPRC is the vice president of public relations for Universal Orlando Resort. For over 18 years, she has led her team in global PR strategy, media relations, tactical planning and issues management for the world-renowned theme park. Alyson has been involved in the major evolution of Universal Orlando from The Wizarding World of Harry Potter – Hogsmeade in 2010 to last year’s opening of Epic Universe, the most technologically advanced theme park. Alyson earned her B.S. in Public Relations and B.A. in English Writing from Florida State University. She is also an active member of the Florida Public Relations Association and served as State President from 2019-2021. Connect with Alyson on LinkedIn.
Key Takeaways
There’s nothing better than stepping into another world on vacation, one without all the worries and responsibilities of everyday life. And what better place to do that than a theme park?
Most recently, guests have escaped to Universal Orlando Resort’s newest addition, Epic Universe. During the January FPRA Capital Chapter program, Alyson Sologaistoa, APR, CPRC, shared her experiences at Universal Orlando and walked us through the park’s evolution and the powerhouse PR strategy behind Epic Universe’s launch. With a goal of achieving global media domination, her team tapped into the passion of “fangelists,” the reach of content creators, experiential storytelling, and a range of creative tactics to connect with audiences worldwide. The result was the unforgettable debut of Universal Orlando’s fourth theme park which, as Alyson put it, “flipped the themed entertainment industry on its head.”
Never Stop Improving
Universal Orlando Resort has been a Florida favorite since opening in 1990, giving visitors the chance to step into the movies they love. From Universal Studios to Islands of Adventure, Volcano Bay, and now Epic Universe, the resort continues to raise the bar for immersive entertainment. Alyson highlighted her team’s work in the 2010 opening of The Wizarding World of Harry Potter – Hogsmeade as a turning point for the park, marking the beginning of a more immersive, experience-driven destination. In 2025, after years of planning, Universal opened Epic Universe, introducing five new worlds: Celestial Park, How to Train Your Dragon – Isle of Berk, The Wizarding World of Harry Potter: Ministry of Magic, Super Nintendo World, and Dark Universe. The result is a park unlike anything guests have experienced before.
Listen to the Fans
Epic Universe was built with direct input from its audience. Surveys and interviews revealed that guests didn’t want something entirely new; they wanted more of what they already loved. They craved deeper immersion, more detail, and more opportunities to step into their favorite fictional worlds. The Universal Creative team recognized an opportunity to “put the park back in theme park” by expanding Universal’s existing strengths. Plus, new technologies such as facial recognition and hyper-realistic mega bots help guests stay present, put their phones away, and fully engage with the experience.
Get Creative
Epic Universe’s strategy relied on a mix of large-scale tactics different than the typical PR campaign. Alyson’s team began by activating their “fangelists”, the devoted fan communities behind Universal, How to Train Your Dragon, Harry Potter, Nintendo, and Universal Monsters. These groups helped build early excitement and spread the word organically. Universal also expanded its use of influencers, incorporating them into announcements and media previews to reach global audiences through trusted voices.
Nearly 600 journalists and influencers attended the media preview to experience the park firsthand. One of the most creative and impactful tactics was Universal’s signature “tease and tell” strategy. Alyson explained that this meant releasing small pieces of news every few days to keep anticipation high for the new park. In this case, media received a model of The Chronos—the gateway into Epic Universe—and later, physical icons representing each world just before their respective announcements. This exclusive storytelling played a key role in achieving the team’s goal of global media domination and driving a successful grand opening.
Next Steps
While we’re not always launching a major theme park, the strategies behind Epic Universe offer valuable lessons for PR practitioners in every field. Consider how Alyson Sologaistoa’s insights might inspire your next campaign, and maybe even experiment with a “tease and tell” approach of your own. Connect with Alyson on LinkedIn and take a quick trip to see Epic Universe for yourself next time you’re in Orlando.
About the Author
Camille Hewitt
PR Student at Florida State University
FPRA Capital Student Chapter Member Since 2024
Camille Hewitt is graduating in the Spring of 2026 with her B.S. in Public Relations and a minor in Business. She is currently the PR coordinator at Tara Angel’s Magic, a local game store in Tallahassee, in addition to Marketing Assistant at the Challenger Learning Center of Tallahassee. Camille has been a part of the FPRA Student Capital Chapter for almost two years, through which she has found her passions in nonprofit work, entertainment, and PR for the performing arts.
Connect with Camille