Halloween / 2018 – ongoing
- + PR
- + Campaign
- + SoMe
We shifted the communication from bought media to earned media. Through strong PR ideas and collaborations with media and influencers, we’ve increased the number of visitors by 40%. Halloween at Liseberg is full up, visitors stay longer and spend more money. Halloween at Liseberg’s footfall increased by 135% during 2018–2021.
A pinch of cosiness and a large scoop of horror lead to instant success
Liseberg is the Nordic region’s largest amusement park. Summer at Liseberg is well known throughout the country. But the autumn’s Halloween at Liseberg had only been around for a few years and awareness was still low when Welcom started working on the assignment in 2018. At the beginning of our work, we wrestled with a couple of challenges:
Halloween at Liseberg was still a new phenomenon with little awareness.
We also had two important target groups with completely different interests. While young people were tickled by scary horror and happy to share experiences and content with their friends, families with children risked staying at home.
The strategy was to communicate the overall experience with a cosy message about Halloween at Liseberg as laughter, rides and excitement for young and old in broadly purchased channels. While in pointed and targeted communications, we used this year’s new attraction to reach teenagers and those interested in horror via earned media. To get through with the pointed communications, something extra was required. We needed to find an interesting way to attract newspaper editors, while at the same time creating ideas that would make young people want to share the communication with their friends.
In 2018, we launched that year’s new attraction – Cirkus Bisarr – with a PR-driven campaign whose main purpose was to create headlines in the news media and thus achieve a quick spread in social media.
In 2019, we launched The Forest with an influencer-driven campaign.
House of Cards
In 2021, we launched House of Cards with a debate-seeking PR campaign and an influencer-driven activity.
Through strong PR ideas and collaborations with media and influencers, we’ve increased the number of visitors by 40%. Halloween at Liseberg is full up, visitors stay longer and spend more money. Halloween at Liseberg’s footfall increased by 135% during 2018–2021.
A few words about the project from:
Being a part of this project is and has been anything but scary. It is a dream project where creativity has been allowed to run rampant. Which of course is very funny and extremely satisfying. And when we work towards the goal of making Halloween at Liseberg the best of its kind, there is no room to hold back and be cowardly. On the contrary, we must stand out. We must dare to balance on the border of what is actually okay. And I think we have done a really good job so far, here on the edge of the knife.