The forest
About the project
Liseberg wanted to increase awareness of Halloween and attract more young people to the park through the launch of the new horror attraction, The Forest.
services
Strategy
,
PR
,
Communication
,
Social Media
client
Liseberg
Concept
To build curiosity without revealing what was waiting in The Forest, we created a horror film inspired by the attraction's story. Influencers and journalists were then invited to an exclusive preview where their reactions were filmed with GoPro and became content for their own channels.
Impact
The campaign achieved a reach of over 36.5 million and an estimated PR value of 58.5 million SEK.
FAQ
How quickly can we appear in the media?
That depends on the news. Editorial offices decide for themselves. What we stand for is the craft: the right angle, the right journalist, the right timing, built on relationships spanning two decades.
A news story that is already hot can go out the same week. An area you want to own over time takes longer, as it is about building you up as a source that editorial offices return to.
We never guarantee publication. What we can promise is that the material is thoroughly prepared, that it lands with the right person, and that you will find out why something didn't hit the mark.
Read more
How quickly can we appear in the media?
That depends on the news. Editorial offices decide for themselves. What we stand for is the craft: the right angle, the right journalist, the right timing, built on relationships spanning two decades.
A news story that is already hot can go out the same week. An area you want to own over time takes longer, as it is about building you up as a source that editorial offices return to.
We never guarantee publication. What we can promise is that the material is thoroughly prepared, that it lands with the right person, and that you will find out why something didn't hit the mark.
Read more
How quickly can we appear in the media?
That depends on the news. Editorial offices decide for themselves. What we stand for is the craft: the right angle, the right journalist, the right timing, built on relationships spanning two decades.
A news story that is already hot can go out the same week. An area you want to own over time takes longer, as it is about building you up as a source that editorial offices return to.
We never guarantee publication. What we can promise is that the material is thoroughly prepared, that it lands with the right person, and that you will find out why something didn't hit the mark.
Read more
Do you work on an ongoing basis or with one-off campaigns?
Both. The greatest value is built on an ongoing basis. Media presence is a relationship, not a campaign.
One-off pitches work when there is something concrete to share: a report, a launch, an announcement. Then we put together the angle, materials, and list, and make it happen.
Ongoing work looks different. We monitor your agenda, identify opportunities where you have something to contribute, and keep in touch with journalists between pitches. That is where most of the coverage comes from.
Read more
Do you work on an ongoing basis or with one-off campaigns?
Both. The greatest value is built on an ongoing basis. Media presence is a relationship, not a campaign.
One-off pitches work when there is something concrete to share: a report, a launch, an announcement. Then we put together the angle, materials, and list, and make it happen.
Ongoing work looks different. We monitor your agenda, identify opportunities where you have something to contribute, and keep in touch with journalists between pitches. That is where most of the coverage comes from.
Read more
Do you work on an ongoing basis or with one-off campaigns?
Both. The greatest value is built on an ongoing basis. Media presence is a relationship, not a campaign.
One-off pitches work when there is something concrete to share: a report, a launch, an announcement. Then we put together the angle, materials, and list, and make it happen.
Ongoing work looks different. We monitor your agenda, identify opportunities where you have something to contribute, and keep in touch with journalists between pitches. That is where most of the coverage comes from.
Read more
Does PR also help visibility in AI answers?
Yes. AI services cite credible sources, and authoritative mentions in the media are exactly what PR work produces.
Language models place heavy weight on where something is published. A mention in an established title ranks higher than what you write on your own site, for the same reason a journalist calls an independent expert.
This means that PR and visibility in search are starting to link together. We track how you are mentioned in AI responses and can show the change over time, so that the work can be evaluated.
Read more
Does PR also help visibility in AI answers?
Yes. AI services cite credible sources, and authoritative mentions in the media are exactly what PR work produces.
Language models place heavy weight on where something is published. A mention in an established title ranks higher than what you write on your own site, for the same reason a journalist calls an independent expert.
This means that PR and visibility in search are starting to link together. We track how you are mentioned in AI responses and can show the change over time, so that the work can be evaluated.
Read more
Does PR also help visibility in AI answers?
Yes. AI services cite credible sources, and authoritative mentions in the media are exactly what PR work produces.
Language models place heavy weight on where something is published. A mention in an established title ranks higher than what you write on your own site, for the same reason a journalist calls an independent expert.
This means that PR and visibility in search are starting to link together. We track how you are mentioned in AI responses and can show the change over time, so that the work can be evaluated.
Read more
