Luna Park

Who: Luna Park is an iconic and historic Sydney landmark that was opened on 4 October 1935 on the northern shore of Sydney Harbour. Today it remains a prominent location in Sydney and attracts millions of visitors each year. This people’s park is not only made up of fun rides, concerts and classy cuisine but also boasts some of the best views of Sydney’s skyline.

Challenge: Launching a Halloween Haunted House for a young demographic, Luna Park wanted to develop content that would generate excitement and engage their audience on social media platforms. The objective of this content was to increase a stream of visitors to the park’s seasonal attraction and drive revenue.

Strategy: We only had two weeks to pitch concept, produce and provide a final product for television and social media. During production the haunted house attraction was still being constructed, so, our art department built a miniature set along with paper charter silhouettes to represent the characters that would be at the park when it opened its doors to the public.

It was important to keep the park’s brand at the forefront of the audience’s mind and drive traffic to the park, while simultaneously building captivating visuals for the Haunted House campaign in our production studio off-site.

Results: The park received an extraordinary turnout with thousands of youth engaged in direct response to the campaign. Luna Park’s post of the campaign via social media generated hundreds of comments, shares and likes that contributed to the success of the Haunted House Seasonal attraction.