Liseberg
About Liseberg
The work made for Liseberg runs to 6 verified projects since 2015 — mostly Campaign, Advertising and VR. Most of it comes from 1 team, including Welcom. The people who work most often on Liseberg projects include Niclas Hallgren, Karin Källberg and Monica N Persson.
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Inside the Liseberg network
The people, teams, and projects that make up the Liseberg network
Featured project
Halloween at Liseberg 2018–2023
The amusement park Liseberg was established in 1923 and is well-known throughout Sweden as a traditional amusement park (with carousels and cotton candy). When the transformation of Halloween at Liseberg began in 2018, the season was a relatively new phenomenon. Marketing communication was primarily conducted via paid media, and awareness was low (20%). Our analysis showed that, to build awareness, we needed to focus on the most important target groups, namely young people (13–35 years old) and those interested in horror. These are target groups that avoid advertising and rarely engage with traditional media. A crucial strategic decision was to reallocate media efforts from paid to PR and earned media. Our creative work is based on the insight that the unknown is the scariest thing there is. This is a theme we have developed over five campaigns. In the first year, we captured the attention of the sensationalist evening press, added social media in the second year, attracted influencers to spread our message without compensation in the third year, and finally got major media houses like the BBC and Al Jazeera to cover our efforts on-site in Gothenburg and spread our message to the world. Over six years, Halloween at Liseberg went from being a relatively unknown local phenomenon to becoming a recognized expert in horror experiences on the international amusement park scene.
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