Description
Background:
Liseberg, the largest amusement park in the Nordics, traditionally engages older adults through events like afternoon tea dances and flower exhibitions. As summer ended, the park aimed to redefine how seniors are perceived in marketing.
Objective:
To challenge stereotypes of seniors in advertising by creating a bold, PR-driven campaign that presents older adults as pleasure seekers with high expectations for entertainment and excitement.
Solution:
70 is the new 17! The Super Seniors campaign involved a world record attempt featuring selected seniors riding Europe’s longest Dive Coaster, Valkyria, achieving media attention and breaking stereotypes. And they smashed the old record held by Blackpool Pleasure Beach, achieving an average rider age of 80.1 years
This professional campaign titled 'The Super Seniors' was published in Sweden in September, 2024. It was created for the brand: Liseberg, by ad agency: Welcom. This Content and Experiential media campaign is related to the Travel and Tourism industry and contains 4 media assets. It was submitted 7 months ago by Strategic Copywriter: Niclas Hallgren of Welcom.
Credits
Agency: Welcom, Gothenburg, Sweden
PR Strategists: Adam Wladis & Robert Johnsson
Art Director: Andreas Larsson
Copywriter: Niclas Hallgren
Creative Director: Jonas Sjövall
Graphic Designer: Madeleine Mei
Client Director: Joakim Brinkenberg
Account Director: Karin Källberg
Account Managers: Anna Cullberg & Linnea Axede
Interns: Felicia Niklasson & Henry Karlsson
