Holiday World & Splashin’ Safari Happy Halloween Weekends

Sweet New Marketing Strategy for Halloween Attraction

Gallery Case Study

What could be more fun than a day of family fun and world-class roller coasters? Adding a full-scale Halloween theme to the mix with costumes, corn mazes, hay rides and pumpkin patches.

Case Study

Holiday World had the foresight in 2012 to boost its shoulder season attendance with a fall event named Happy Halloween Weekends – essentially adding Halloween activities and theming to existing park operations. The idea was an immediate success but had room for growth in several areas.


When Williams Randall came onboard in 2013, we recognized that the event was perceived as merely being on par with its consideration set – other local Halloween-themed events that centered around hayrides, corn mazes and pumpkin picking. Furthermore, the media buy had been focused on markets within an hour’s drive of the park and was speaking in general terms to a broad swath of potential visitors. We wanted to communicate that for just a few dollars more, Guests could get all the Halloween activities PLUS all the rides and experience of Holiday World. There was tremendous value to be conveyed by highlighting the marquee attractions that had made the park famous in the first place.


Working with the client, we developed a positioning and marketing strategy that effectively elevated Happy Halloween Weekends from a local fall event to a true destination as an extension of Holiday World, complete with world-class roller coasters. We also expanded media markets to include all of southern and central Indiana to further the reach. And demographically, we took advantage of changing school schedules by targeting and speaking to families with kids on a two-week fall break.


The results have been as happy as the event’s name itself, with attendance up more than 20% since 2013.


Our Responsibilities: Branding, Campaign Strategy, Concept Development, Copywriting, Creative Services, Design, Media Buying, Media Planning, Online Advertising Strategy, Radio Concept Development, Radio Production, Strategy

Client: Holiday World & Splashin' Safari

Industry: Entertainment