ATTRACTION PARK- NATIONAL Media PR campaign for an entertainment client: BLOOD MANOR – NYC HAUNTED HOUSE

Objectives:

To promote the opening of Blood Manor’s Halloween season, as well as new gory details of the Haunted House to bring in more and new clients. Helping to expose Blood Manor to other media opportunities that they hadn’t previously had access to (i.e. National Geographic, Business Insider with a heavy metal guitar celebrity, VH1’s “Mob Wives” filmed part of their episode at Blood Manor and Access Hollywood). To grow their social media presence and audience throughout the tri-state area.

Strategies:

Initiated the new season with an opening party for press and entertainment personalities. We set up an event in Tribeca for the guests who entered with RIP passes (VIP) where they could mingle with the cast of Blood Manor and enjoyed Halloween-themed drinks from Bacardi, who we secured as the official liquor sponsor. The guests were able to get in the spirit and take pictures with the actors before heading over to the haunted house for a private tour. At the end of the walk-through, guests were given gifts bag which we put together after securing numerous sponsorships from Manic Panic Cosmetics, Live Nation, Wind-Up Records, Bacardi, and gift bags from Abracadabra NYC. After the walk-through, we invited them back to enjoy more complimentary drinks from Bacardi.

Tactics:

We played upon long-standing relationships with writers and editors and read a lot of recent material to make sure we had the right people to approach. We also brainstormed and sought-after people we had never worked with before and came up with a strategic publicity plan to create interest in the venue. We also executed 2 advertising campaigns via Facebook Ads and Google Adwords (Search, Display, and Video).

Results:

After a successful press party and an opening weekend that saw a 20% sales increase from the previous year, we continued our outreach to the press throughout the month of October. Some of the major media coverage we achieved included Time Out New York, Access Hollywood, People Magazine, CNN, Business Insider, The New York Daily News, The New York Post, The Street, Gizmodo, and many more. On Facebook, we grew the page by approximately 3,000 new likes in 2 months.