Universal Orlando launches Epic Universe marketing campaign with Super Bowl ad ahead of May opening

A national-stage debut for a new Orlando theme park

Universal Orlando Resort used Super Bowl LIX on February 9, 2025 to introduce a major marketing push for Universal Epic Universe, the destination’s new theme park scheduled to open May 22, 2025. The televised spot positioned the project as a collection of distinct, portal-connected environments and served as a high-visibility kickoff for broader advertising tied to the park’s opening.

What the Super Bowl spot showed

The Super Bowl commercial centered on the idea of “portals” that transport visitors from an everyday setting into themed worlds within Epic Universe. The ad highlighted multiple areas that Universal has identified as part of the park’s lineup, emphasizing variety and the ability to move between lands through signature gateway entrances.

• SUPER NINTENDO WORLD
• How to Train Your Dragon – Isle of Berk
• Dark Universe
• The Wizarding World of Harry Potter – Ministry of Magic
• Celestial Park, presented as the park’s central hub area

Campaign expansion beyond a single broadcast

Following the Super Bowl airing, Universal released extended versions of Epic Universe commercials that focused individually on several of the park’s worlds. The rollout reflected a common entertainment marketing pattern: a marquee broadcast moment to establish the concept, followed by longer-format creative that can concentrate on specific experiences and be repurposed across television and digital placements.

The campaign’s creative approach relies on repeated “portal discovery” scenes to quickly communicate that Epic Universe is organized as multiple, separate worlds connected by a single park visit.

Opening timeline and on-site lodging tied to the expansion

Epic Universe is part of a broader physical expansion of Universal Orlando that includes additional hotels positioned to serve theme-park guests. Universal Stella Nova Resort opened January 21, 2025, and Universal Terra Luna Resort opened February 25, 2025. A third property, Universal Helios Grand Hotel, opened April 16, 2025, timed to support previews beginning April 17 and the park’s May 22 opening.

Collectively, the hotel growth has been presented as a capacity and convenience strategy: add rooms near the new park while maintaining shuttle access to the resort’s existing locations, and expand the range of price points within the on-site portfolio.

How the messaging frames the Orlando tourism pitch

The Super Bowl ad and subsequent extended commercials largely focused on breadth—five themed environments in one park—rather than detailing ride systems, ticketing rules, or operational specifics. For Orlando’s tourism market, the messaging signals an attempt to lengthen stays by adding a new, full-day destination and reinforcing Universal Orlando’s position as a multi-park resort that can support longer itineraries.