Disneyland has created ‘Dark World’ for the popular festival, featuring themed music, new decorations, specialised food and beverages and merchandising, along with the opening of a haunted hotel attraction on Main Street.
Ogilvy & Mather has developed a through-the-line campaign featuring TV, print, radio and online.
Ocean Park, meanwhile, has taken a slightly different approach, choosing to focus on Asian ghost tales.
While creating many of the traditional ‘scare’ zones that have made the park so popular with Halloween fans in recent years, along with themed shows and seven haunted houses, the park is also offering ‘behind-the-scenes’ tours.
Part of Ocean Park’s campaign, which has been handled by WE Marketing, revolves around a partnership with mobile phone company 3, in which people can win tickets after taking part in specially-designed online games.
“We don’t see Disney’s Halloween party as a threat. We see it as another option for tourists and guests,” said Jenny Dam, senior public affairs officer, Ocean Park.
“We are really focusing on the enjoyment of our guests which is our primary concern,” she added.
