Luna Park: Halloscream 7

The Brief

Luna Park's famed Halloween event is an iconic harbourside attraction. Whilst working at True, Luna Park tasked us with developing an overarching strategy that would generate brand awareness for 'Halloscream' and drive as many ticket sales as possible. 

The Strategy

As the Social Lead & Strategist, I developed a strategy that leaned into creating a sense of fear and intrigue - so much so that we wanted to frighten our audience from coming. I worked to a tease campaign approach that released hellishly engaging content to increase excitement across social audiences, who were ready to purchase tickets when they went on sale. 

We created a range of hero videos that were aimed to make the hairs stand up on the back of your neck, giving away little tastes of what our audience could expect from Hell on the Harbour. This content was strategically placed across high impact web placements and social media. Once our audiences attention was captured, sequential targeting was used to re-engage them with more bespoke creative based on their interests. 

Creative featured a host of horrifying characters such as Nurse Brenda, 3 demonic demons and Yakoi - a paranormal Japanese being. 

Content calendars were also created for the Halloscream own social channels, that allowed us to organically reach our audience whilst also building an engaged community of horror lovers. 

The Results

Well, I can safely say the people of Sydney couldn't wait to come to hell. In total the strategy successfully resulted in a 19.6% YoY increase in ticket sales. By also hosting content on stand-alone Halloscream 7 pages, a community of over 2,000 hell loving fans came together in under 1 month.